BRIEF AND APPROACH
THE CHALLENGE
PFAS are ‘forever chemicals’ prevalent within the food manufacturing supply chain with European legislation looking to change this. ROCOL’s high performance food grade lubricant range, FOODLUBE, was the first to launch an entirely PFAS-free range.
Our brief was launch the range, reassure existing customers that this change wouldn’t impact product performance, and leverage the move to position ROCOL as a sustainability leader.
OUR SUPER-CHARGED RESPONSE
Anuga FoodTec was the perfect launch platform and Democracy lined up speaker opportunities and journalist interviews with ROCOL scientists. We also curated a webinar for customers and distributors, chaired by the editor of Food and Drink Technology magazine, and featuring segments by a ROCOL scientist.
We additionally partnered with Sian Sutherland from A Plastic Planet who contributed to press materials ahead of the webinar and delivered the anchor speech at the event. To ensure the webinar had maximum impact, we executed a full-funnel marketing approach across multiple social channels and media to drive engagement and participation.
2.3M
key industry decision makers reached
via online and print media coverage
100%
attendees at the industry-leading webinar
customers (new and existing) and distributors
SUPER-CHARGE MOMENT
98% of the webinar attendees stayed online for the entire hour demonstrating that the curated event delivered meaningful value for customers and distributors alike.
“The marketing activity around the launch of PFAS has helped open the door to a number of new European leads for our sales team to convert.”
Gemma Hornby, Marketing & Communications Manager, ROCOL