Henny Penny Ad Campaign & Distributor Support

Henny Penny, a leading manufacturer of commercial cooking equipment, wanted to launch a new advertising campaign that was more product-focused than previous brand-focused campaigns, while still maintaining a consistent use of food imagery.

VantagePoint developed an integrated campaign showcasing the measurable benefits of choosing various Henny Penny products. Materials included:

• A series of trade ads with a math symbol derived from food cooked in featured equipment
• A collection of product microsites with additional information and ROI calculators
• Distributor support materials, including showroom signage and direct marketing templates

The campaign helped drive 100 percent growth in sales of the most heavily promoted product, plus positive trade ad readership study results. The campaign also earned several national B2B marketing awards.