Conclusion

We guided Sysco through its first ever national marketing platform, including the development of its first ever television brand spot. We built a strategy for Sysco with Food Network that connected Sysco with two of the network’s top shows: Chopped and Restaurant Impossible, along with one its most popular chefs, Robert Irvine. The combination of three of the strongest properties on Food Network offered Sysco the opportunity to differentiate from its competitors, while motivating the sales force with exciting sales and promotional campaigns.

The return on investment was significant in achieving two primary goals for Sysco: change in perception from an institutional brand to a fresh and innovative one, and an increase in sales for each themed promotion over the four years of the relationship.