In an increasingly commoditized segment, Henny Penny needed to differentiate itself from other manufacturers and demonstrate foodservice thought leadership to stand out in the marketplace.
Recognizing Henny Penny’s internal expertise with tenured foodservice professionals, VantagePoint recommended and developed a 16-page magazine-style content piece with both self-published and curated industry insights and product highlights.
The “From Trend to Table” piece was gated behind a promotional landing page, and traffic was driven through paid digital advertising (both trade and programmatic). An automated email campaign was activated by downloads, serving to nurture leads and drive traffic to local distributors.
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