Veritiv Food Packaging

Crafting the narrative for Veritiv's new high-growth audience.

Veritiv identified an opportunity with a new high-growth market. This project kicked off a deep dive into this audience and how Veritiv can best help them.

Veritiv wanted to be recognized as the leading total packaging solutions provider in the food and beverage industry.

After its February 2022 launch, the food packaging campaign was linked to almost $1.5 million in opportunities by the end of the year.

Problem

Food waste and safety are substantial issues in the U.S. and worldwide. Billions of pounds are thrown out each year creating not only food waste but money waste. Safety and sanitation are top of mind to keep food fresh and business up and running. Veritiv identified an opportunity to support its audience through its holistic packaging offering—from concept to delivery.

Veritiv wanted to grow within the food and beverage market by 8% by establishing a content story using various touch points throughout the user’s journey. 

• Procurement: Reduce materials costs and meet company’s standards

• Operations: Increase productivity and efficiency

• Engineering & Brand Owners: Ensure product quality control and brand equity

Solution

The answer to help this industry is through packaging. But not any packaging, the right combination of packaging products and services that Veritiv can offer.

Through research and establishing a content framework, we weaved various touch points throughout the customer's journey to provide answers to their pain points. From a website experience and thought leadership content to marketing materials and campaigns.

Bring awareness to the industry

• Researched SEO and keywords to increase organic search

• Established content hierarchy for webpage based on research

• Created thought leadership content geared towards pain points

• Launched pay-per-click campaigns targeted towards sub-segments

Equip sales with conversion tools for sub-segment

• Launched a sales email campaign to enroll contacts to encourage conversations

• Executed focused marketing materials specific to food industry sub-segments

• Established cadenced internal food huddle groups to increase collaboration, training and success sharing

Tools

• Pencil & Paper

• Adobe XD

• Ceros

• Drupal

• Marketo

• Illustrator

• InDesign

• Photoshop

Team

• 1 Creative Lead

• 2 Graphic Designers

• 2 Copywriters

• 1 Developer

• 1 Project Manager

• 1 Marketing Manager

• 1 Marketing Automation Manager

• 1 External Agency

My Role

• Creative Lead

• Creative Strategist

Timeline

• 3 Month Duration

• Launch February 2022

After its February 2022 launch, the food packaging campaign was linked to almost $1.5 million in opportunities in 10 months.

Many 2023 initiatives will significantly affect this campaign including a new digital commerce experience launch, brand refresh and customer journey mapping experience