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Cavendish Farms

Cavendish Farms

Cavendish Farms is one of North America’s largest producers of frozen potato products. It is part of J.D. Irving, Limited, a New Brunswick, Canada based family business in operation since 1882.

Expertise
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Turning casual fry lovers into lifelong fans while growing audiences with every crispy byte!

Social Spuds

The frozen potato market is highly competitive. To engage audiences and convert and retain consumers, Cavendish Farms needed a relevant and exciting social media presence. We have been Cavendish’s trusted marketing partner for the retail and food service divisions since 2019, after initially being engaged to manage their retail social media channels. The partnership has expanded into food service, shopper marketing programming, sports marketing sponsorship and activation management, and digital marketing strategies. 

Retail and Foodservice

For Cavendish’s retail (consumer) side of the business, we manage a multi-channel social media, content, and influencer strategy. As audiences and content vary across platforms and delivery is needed in both English and French, we’ve kept content strategy and creation extremely fluid, constantly anticipating current trends and audience needs. This allows social media to become the primary tool for testing and learning, informing, and fostering cohesion among all Cavendish Farms digital efforts. While the retail side of the business is focused primarily on social, valuable learnings push into the food-service space. 

Our success in retail allowed our partnership to grow to the food-service side of the business. We manage digital sales campaigns, paid media and search campaigns targeted at brokers and food distributors to elevate the Cavendish Farms brand. In 2021, we created a 12-month sales incentive program that was built by our in-house digital team for the US foodservice broker network. The customized content and online portal created a unique opportunity to reward positive behaviours with a gamification approach amongst its US broker networks — increasing leads and sales. 

We’ve also helped redefine measurement of success and key performance indicators. Industry benchmarks alongside goals for engagement, impressions and reactions per posts specific to Cavendish Farms allow for monthly in-depth performance reviews. 

French fries forever

Since we began managing Cavendish Farms’ social media channels, the brand has gained over 30K new followers and created an environment for highly engaged audiences. In addition, new channels and strategies were created for YouTube Shorts, Pinterest and TikTok to grow brand awareness and affinity with younger consumers. 

One of our biggest successes was creating a unique campaign for National French Fry Day — a perfect opportunity to connect with Gen Z audiences. The campaign included the launch of a TikTok channel, paid influencer activations using an original song, and a strategy to encourage owned content. One of our favourites, the breakfast sandwich hack post, now has over 1 million views and continues to grow. The virality of the content on the platform has brought in over 20K new followers. 

We were first brought on board to manage Cavendish Farms’ consumer social media channels. Thanks to some crispy results, our role has expanded to include food service, shopper marketing, sports sponsorship and activation, and digital marketing strategies. 

National French Fry Day is a perfect opportunity to connect with Gen Z audiences.