ATLANTA—For the first time in roughly five years, GP PRO, a division of Georgia-Pacific, the company known for heritage consumable brands like Dixie and Brawny, is launching a B2B product marketing campaign aimed at foodservice operators.
Entitled “Beverage Better,” the campaign aims to build awareness of and drive demand for the GP PRO Automated Sealing Machine, an advanced equipment solution that uniquely empowers operational efficiencies while elevating operators’ beverage business by providing a secure, tamper-evident, spill-resistant sealed film on beverage cups.
According to Christian Soult, Category Director of Food Packaging and the Automated Sealing Machine at GP PRO, the “Beverage Better” campaign launch coincides with broadening adoption of GP PRO’s innovative technology. “Initially, adoption of the Automated Sealing Machine was almost exclusively with quick serve and fast casual operators wanting to improve the to-go and delivery beverage experience. While they remain our primary customers, we are now seeing expansion into healthcare and higher education as these types of facilities recognize the hygiene and sustainability benefits of our technology.”
Strong ‘Beverage Better’ Campaign
Springfield, Missouri-based creative agency Marlin collaborated with GP PRO on the campaign’s concept, creative development, and execution. The “Beverage Better” campaign, which draws attention with bold colors and short, snappy messaging, includes online media placements across the foodservice industry, paid social programming, e-newsletters, and dedicated e-blasts. The campaign also includes experiential activations at key foodservice industry trade shows, starting with the North American Association of Food Equipment Manufacturers (NAFEM) Show, which takes place February 1 to 3 in Orlando, Fla.
“It’s exciting to work with an innovative company like GP PRO and on a product that has such an impressive point of difference,” said Vanessa Brandt, Vice President of Client Services with Marlin. “In the development of this campaign, it was important to create something with the same level of energy and stopping power found in the revolutionary Automated Sealing Machine itself.”
To learn more about the Automated Sealing Machine, visit GP PRO throughout the NAFEM Show in booth #880 or visit gppro.com.
