Brief
AAK Foodservice wanted to strengthen brand awareness, especially around key sub-brands Prep, Lion and Whirl, positioning itself as an industry leader in meeting emerging foodservice trends. Our role was to help them inspire customers, showcase innovation to drive enquiries and support sales. This included unifying their UK, US, and EU websites, enhancing SEO and delivering compelling multi-channel campaigns.
Outcome
Using a Craft CMS multisite system, and aided by an SEO-informed strategy, we positioned each sub-brand and geographic region within a new shared domain – aakfoodservice.com. The new website was further supported by multi-channel, integrated campaigns to strengthen brand recognition, demonstrate category expertise, and drive engagement across UK, US and EU markets. Meanwhile, trend-led content, thought-leadership and digital PR further engaged target audiences, boosted visibility and positioned AAK Foodservice as an industry leader, while on-brand photography, video and design assets successfully showcased product quality and versatility to a range of audiences.
Craft CMS. Web Development. Web Design. Web Apps.
Web Design & Development
We designed and developed one website for the AAK Foodservice brands, across the regions, with a uniform template across each. By developing a multi-site, it allowed the content to differ between regions, due to their product offering’s variations in other countries. Between each brand’s mini site, we introduced bespoke features, such as an animated Sauceology feature on Lion Sauces, combining the use of animations and GIFs to represent their sauce mixing recipe ideas. It was also key to have the branding differing across each mini site, due to each brand having its own on brand guidelines (including different fonts and colour schemes). We also developed a wholesaler toolkit application for the client, which took an app-based approach, whilst technically still being a website.Â
SEO. Paid Social. Website Audits.
Digital Marketing
We undertook regular SEO audits and actions on the website, to improve the website’s health score, as well as their organic search results performance. Keyword optimisation was actioned for each of the brands too, to support with organic search results too, but also to inform necessary news articles and social campaigns to benefit brand and product awareness.Â
Prep Palm views
By optimising keywords throughout web content for the Prep UK brand, our SEO and content teams increased organic traffic to the Prep Palm product pages by 75% in the six months after launch.Â
+75%
Unsalted Whirl views
Focusing on increasing organic search traffic by optimising aspects of both technical and content SEO, we delivered a significant increase in page views for the Unsalted Whirl product during the same six-month period.
+65.96%
Lion Hot Sauces views
Taking a Lion Hot Sauces page that was achieving lower traffic than expected, we successfully turned around performance by increasing page views by a huge 1350% by focusing on keyword strategy and competitor research.
+1350%
Branding. Photography. Video Production.
Design
Creative, on-brand visuals showcased products in an appetising and inspiring way. Our photography, film and animated video assets highlighted versatility, quality and menu application ideas, while design ensured consistent, compelling presentation across every touchpoint.
Content Development. Multi-channel Marketing. Copywriting. Digital PR.
Marketing & Comms
We created fresh, trend-led content to engage chefs, wholesalers and operators, positioning AAK Foodservice as a go-to partner for insight, inspiration and innovative products. Articles, press releases, adverts and thought-leadership pieces supported their reputation as an industry leader while boosting visibility through targeted digital PR and optimised website content. We developed marketing and communications strategies, and delivered integrated campaigns, that brought AAK Foodservice and its brands to life across multiple channels. Each activity was designed to strengthen brand recognition, highlight category expertise and generate meaningful engagement with target audiences in the UK, US, and EU markets.
Print. Media Planning & Buying.
Advertising & Media
From product literature to sales collateral, we produced printed materials that clearly communicated the benefits of AAK Foodservice’s ranges, reinforcing key messages and supporting sales conversations. We also identified the best media channels and placements to reach target audiences effectively, securing high-impact opportunities to maximise brand exposure and campaign ROI.