Foodspace UK&I

The task

When Apleona, a large FM business, set out to create a distinct foodservice division for its catering service, there was little in-house resource to call upon. Pauline Cox, the newly appointed Director of Food Services, needed our specialist foodservice brand consultation and marketing support to achieve a successful launch for what would soon be known as Foodspace.

Directing the creation and positioning of a new brand along with a fully realised marketing plan, design of promotional materials, and briefings for all Foodspace sites.

The solution

To take the pressure off Pauline and make her life easier, Team Cracked took on the role of project manager. Our starting point was to create and position the brand to brief, so we facilitated a workshop that brought ideas and opinions to life and answered the difficult questions to really get to the heart of the brief. It explored Apleona’s own proposition, ambitions, strengths and selling points, as well as investigating how the competition positioned itself in the market. From there, we led the development of the value proposition and tone of voice, the creation of the website, photoshoots, marketing collateral, and stationery design. Embedded within the in-house operations and culinary teams, we also built a six-month seasonal marketing communications plan, promotional materials, recipes, and even the briefings for every Foodspace site in the UK and Ireland.

“Cracked made the whole journey easy for me. We’d gone from nothing to having a strong brand to take to market. Right across the board we’ve been impressed with what’s been achieved.”

Pauline Cox, Director of Food Services UK & Ireland

The results

  • A credible go-to-market brand and proposition
  • New contract wins in B&I and University spaces
  • Sustainable Restaurant Association accreditation based on the food ethos and value proposition
  • A set of design templates and guidelines to help Foodspace manage its marketing autonomously
  • A six-month seasonal marketing plan designed around their EAT, COOK, GROW values.