Libbey Foodservice

The Quiet Giant Changes the Conversation

THE OPPORTUNITY

How does the undisputed leader in glassware own the conversation for the entire tabletop – and make the foodservice industry lean in to listen?

R/P’S RESPONSE

R/P partnered with Libbey to change the dialogue from vessels and utensils to inspiring discussions about the art and business of beautifully presenting food and beverages. In the process, we promoted how Libbey contributes to brilliant experiences across the tabletop to excite customers and their patrons and boost sales.

As part of this strategy, R/P developed Libbey Professional Insights to help customers capitalize on today’s hottest dining trends. A full arsenal of marketing, PR and promotional tactics showcased how the beauty and versatility of Libbey products help chefs, mixologists and restaurateurs bring culinary creations to life. Through these on-trend presentations, Libbey’s customers are able to capture patrons’ imaginations, increase traffic and command upsells.

Using trend data, Libbey pulled the market to them as an expert source. By putting their products and services in context of the trends, Libbey became a collaborator in growing food and beverage profitability, not just a supplier of table settings.

WOW FACTORS

According to a host of meaningful metrics, the strategy is working. Libbey is benefiting from increased sales, positive feedback and invitations to participate in a growing number of premium industry events. With the launch of Libbey Professional Insights, Libbey gained a media share of voice more than twice that of the closest competitor and requests for more content.


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