Promo Success: Butter Buds Foodservice
Butter Buds Foodservice is the maker of all natural dairy products that help food service professionals add flavor to their menus while reducing fat, calories, cholesterol and cost.
The company is extremely successful, especially in school food service, where Butter Buds is known for "Making Healthy Happen" in schools across the nation. Every summer, Butter Buds is one of 800+ exhibitors at the School Nutrition Association's Annual National Convention, mingling with 3,000+ school food service professionals in attendance. About four years ago, the company's Director of Foodservice, Jim Dodge, decided that reusable supermarket shopping bags would be a smart promotional product to distribute at the annual conference. Attendees sample lots of new products and are given plenty of samples to bring back to their colleagues who couldn't make it to the conference. So, pretty much everyone could use an extra sturdy bag.
That year they placed an order for a simple but attractive blue bag with the Butter Buds "Making Healthy Happen" logo imprinted front and center. People appreciated the thoughtfulness of these bags and they said so as they grabbed one or two.
The following year, the company decided it was time for new bags, and this time they said, "Let's step it up" and give a bag that's more attractive, imprinted with great-looking photos of healthy recipes made with Butter Buds products. So, they did, and they were a big hit.
The client reported that these bags were a big winner! Attendees saw others with the Butter Buds bag and then immediately stopped by the booth, just to make sure that they got one too!
Last year, the Butter Buds Foodservice division challenged themselves to "step it up" a bit more. They considered the fact that most of the attendees at this trade show are women, and it's primarily women who deeply appreciate the attractive bags each year. They asked, "What if we came up with a bag that's not only attractive, it's actually beautiful? Something you look at and think ? I'd pay for that free bag."
Butter Buds bags at airport following day after trade show Well, the attendees were truly impressed and they let the company know it! "Our bags weren't the only reusable bags given away at last year's conference, but at times, if you walked the floor, it sure did look that way," says Jim Dodge.