Edelman Berland’s work within the food service industry spans a diverse group of businesses, from full-service restaurants to fast food chains.
The insights we’ve gathered led us to develop a multi-brand restaurant operator’s strategic corporate reputation campaign and provide an international food and beverage company with continual tracking information, to understand the short-term and long-term effects of various initiatives and widespread media coverage.
Tracking Media Impact on Buying Behavior
The client, an international food and beverage company, retained Edelman Berland to track how marketing campaigns, as well as recent media coverage, influenced American consumers’ awareness and perception of the brand, as well as consumers’ purchasing habits. Integral to this task was the development of a comprehensive benchmark from which the client could track the effects of multiple marketing efforts and media coverage.
Aligning and Improving Corporate Communications
Challenge: Edelman Berland conducted Master Narrative research on behalf of a multi-brand restaurant operator during the spring and summer of 2009; during this program we developed a consistent theme and narrative for the client to tell its story across its brands.
With this in mind, the client called upon us again to benchmark and better understand how well aligned their corporate reputation is with the core themes and messages that were defined during the Master Narrative program. We designed this CR program to establish a baseline of the current state of the client’s corporate reputation, determine where they fit in the competitive landscape and identify what opportunities and red flags exist.
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