Raising Silver Chef’s profile as a purpose-driven hospitality financier

While Silver Chef’s brand recognition in its home market (Australia) is strong, Silver Chef had minimal brand awareness in Canada, and needed to raise its profile among hospitality owners to increase its overall global impact. Silver Chef engaged Yulu to raise its profile and its commitment to the sustainability of Canada’s hospitality industry. With Silver Chef committed to investing $500 million in the Canadian hospitality sector over five years, Yulu knew Silver Chef could bolster the dreams of Canadian entrepreneurs – if only they knew about the company and its commitment.

THE CHALLENGE

While Silver Chef’s brand recognition in its home market (Australia) is strong, Silver Chef had minimal brand awareness in Canada, and needed to raise its profile among hospitality owners to increase its overall global impact. Silver Chef engaged Yulu to raise its profile and its commitment to the sustainability of Canada’s hospitality industry. With Silver Chef committed to investing $500 million in the Canadian hospitality sector over five years, Yulu knew Silver Chef could bolster the dreams of Canadian entrepreneurs – if only they knew about the company and its commitment.

 

THE STRATEGY

Through a strategic communications planning process, which included stakeholder interviews with employees and an ideation session with executives, Yulu built a strategic communications plan encompassing internal and external communications, to raise Silver Chef’s profile as a purpose-driven hospitality financier. Execution of the external communications campaign kicked off at the Restaurants Canada Show in February 2018, the country’s largest trade show in the foodservice sector. Yulu leveraged this conference as a platform to announce Silver Chef’s $500 million investment in the hospitality sector, issuing a news release, and coordinating interviews with journalists at the conference. We also amplified Silver Chef’s existing partnership with Restaurants Canada by developing an attention-grabbing speaker topic for Silver Chef’s panel session on the central stage, and sourced top-tier panellists to spark a lively discussion.

Since this launch, Yulu has continued to build Silver Chef’s profile in Canada through a dedicated media relations and speaker circuit program. We continue to leverage and share the success stories of Silver Chef’s customer partners who are third-party advocates of the organizations offering. This has resulted in strong media coverage, and strengthened Silver Chef’s relationships with its partners.

Yulu continues to provide Impact Consultancy to Silver Chef, with three new business initiatives in development to amplify the social impact Silver Chef has in Canada and beyond.

RESULTS & IMPACT

Since working with Silver Chef, Yulu has secured over 40 pieces of coverage, with articles running in MENU Magazine, RestoBiz, Financial Post, Vancouver Sun, and Restaurant and Foodservice News, reaching an audience of more than 3.5 million people.