ROYAL FOOD SERVICE
As Marketing Specialist at Royal Food Service, I developed multi-channel campaigns to support the sales team in connecting with kitchens across Atlanta: restaurants, schools, offices, hospitals and stadiums. I owned content strategy for web, social, and our weekly newsletter while producing seasonal promotional materials and market analysis reports that helped chefs and restaurateurs navigate commodity pricing and sourcing decisions. My work bridged strategic storytelling with data-driven insights, translating complex market conditions into clear, actionable communication for the culinary community. Here is some of my work:
Print Marketing Materials
The below marketing materials are a rough example of an ever-changing promotional packet distributed to new and prospective customers, as well as current partners. All design and copy are by Tim O’Brien.
Below is a case study of my impact on the graphic design and brand identity for Royal Food Source through two of their staple weekly communications: The Fresh Report and The Local List. Pictured below is the original version (the state of things upon my arrival) and my facelift (a more refined, structured version with clear visual hierarchy).
BEFORE
BEFORE
AFTER
AFTER
Below is a case study of my impact on the graphic design and brand identity for Royal Food Source through two of their staple weekly communications: The Fresh Report and The Local List. Pictured below is the original version (the state of things upon my arrival) and my facelift (a more refined, structured version with clear visual hierarchy).
Driver Handout
This 4x6 Driver Handout serves as promotional postcard for Royal employees to hand off when out in the field. Taking in anecdotal data from our truck drivers, we came up with the idea of creating a small info card that could sit in our trucks and be distributed at key interactions, like a neighboring restaurant curious about Royal products. In this we created a incentive structure for the prospective client by offering a discount for responding to a referral, as well compensating our drivers internally for bringing in new business.
All-purpose Business Card
This all-purpose business card serves as promotional collateral for Royal employees to leave behind as a sort of “calling card” when dining out in the field. This allowed us to expand our sales efforts and brand exposure beyond our sales team, and empower those in the warehouse, customer service, or front office to spread the good word. The produce business operates in the margins and this ensured we had multiple touches, establishing brand authority.