Making entrepreneurship achievable is a great way to get people’s attention

Canada’s hospitality sector continues to innovate and grow, with Restaurants Canada forecasting growth of 4.3 percent this year.

While there are many financing options for hospitality owners, Silver Chef, a fellow B Corp and leading dedicated hospitality funding partner, stood out to us for being purpose-driven.

Not only is Silver Chef heavily investing in the growth of Canada’s hospitality sector over the next five years, but through its partnership with Opportunity International, Silver Chef is aiming to help 1.5 million people out of poverty by 2020.

We had an opportunity to raise brand awareness of this purpose-driven financer and spotlight its differentiators in the Canadian market, as well as help change consumer habits through it’s #BringYourOwnMug movement.

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 Restaurants Canada in February 2018, the country’s largest trade show in the foodservice sector. We used 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.

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, the Financial Post, Vancouver Sun, and Restaurant and Foodservice News.

Since this launch, we’ve continued to build Silver Chef’s presence in the Canadian market. We’re pleased to have landed feature stories in more than 40 national and business media outlets including Financial Post, Vancouver Sun, Calgary Herald, Ottawa Citizen, Regina Leader Post, Business in Vancouver, CKNW and 680 News, reaching an audience of more than 3.5 million people.