Hobart: Get Back to Scratch
Hobart is a company in the U.S that manufactures products for the foodservice and food retail industry, including cooking, food preparation, warewashers and waste handling, weigh wrap, Baxter baking and Traulsen refrigeration. Hobart wanted to promote the excellent premium quality of its products to chefs and bakers in U.S, Brazil, Canada, China, France, Italy, Germany, and etc.
And that was how the campaign called “Get Back to Scratch” was born, featuring inspirational storytelling videos on its campaign website and Social Media Channels from bakers and chefs who have built their own businesses from scratch, as well as relevant content designed to be the go-to resource for food professionals trying to succeed and grow their businesses. This campaign received kudos from other many chefs and bakers, and this attracted attention of the public as well.
More than 110,000 users visited the campaign website, and these supporters of the campaign started to promote Hobart’s brand themselves, without Hobart having to lift its fingers. Also at National Restaurant Association’s trade show in 2011, more than 500 people from 30 different news came to feature Hobart and its product.