Liguria Foods is a premium Italian meats manufacturer located in Humbolt, Iowa.
Liguria Foods has been selling to regional chains and independent pizzerias since 1974. Their original high quality recipe is still used today, but over the years they lost market share due to confusing positioning and a “catalog ordering” mentality. Their innovative thinking and ability to create new formulations to help operators meet consumer demand was not communicated in marketing. A new executive team was tasked with increasing awareness in the industry, specifically at the annual Pizza Expo trade show.
Marbury Creative Group was brought in to develop brand positioning around “innovative, all natural, and consistently tasty products that consumers demand.” New campaign tactics included a unique brochure, a show stopping trade show display serving innovative recipes, and digital ads with geo-fencing during the Pizza Expo. Potential customers were directed to landing pages to engage with Liguria’s experts.
Increase of leads acquired at tradeshow
Campaign CPA (cost per acquisition).
Industry average is $38.54