A Green Light for the Gram Green Paper
Continuing its winning streak, Gram UK has added yet another accolade to their trophy cabinet with the National ACR Award 2015 for the Best Marketing Campaign. Gram’s entry was based on their highly successful Green Paper, a bi-annual review on sustainability and environmental issues in the foodservice industry.
The Gram Green Paper is a unique industry report, which analyses behaviours and attitudes throughout the foodservice industry. The aim of this research is to further support operators, making a significant contribution towards sustainability alongside the most energy efficient refrigeration available.
Hotelympia 2014 saw the launch of the fourth Gram Green Paper on the Main Stage, which was the most comprehensive Green Paper to date: asking more questions, comparing more sectors, and providing a more detailed breakdown of the results for end-users than in previous years. The target audience for the Green Paper 2014 campaign was not just the supply chain but also the wider foodservice industry as a whole.
Overall, the award-winning marketing campaign wanted to convey the message that Green Paper is able to analyse how far the industry has come, and how far the industry has left to go with regards to sustainability, and that it will continue to be an incredibly useful point of reference for the entire foodservice industry for years to come.
To achieve this goal, the 2014 Green Paper aligned itself with the leading channel associations within the industry to produce the report, demonstrating the importance of this report for operators. Combined with a very busy press office, as well as a strong e-marketing and social media campaign, the Green Paper generated excellent coverage in print publications and online media alike.
The judging panel said: “The end user information is impressive, making a strong statement on an important issue to make influential people aware”.
Glenn Roberts, managing director at Gram UK, commented: “We are absolutely delighted to have won this award. We have been working very closely with our communications partner, The Hub, to sustain the momentum of the Green Paper since it first launched in 2008. Since then, it has become an anticipated tool in the industry to educate and inform on sustainability issues in the market.
“As a leader in energy efficient commercial refrigeration, we take our commitment to sustainability seriously and are proud to see the Green Paper receive such a positive response from the industry. It demonstrates that both suppliers and operators are starting to truly commit to a more sustainable future”.
Visit our Green Channel here for more information