- Building brand through targeted thought-leadership approach
- Positioning Buhler as a forward-thinking innovator to differentiate against cheaper competitors
- Coverage spanned North America, Asia and Europe
The Bühler Group’s SORTEX division were global leaders for optical sorting in the food production and manufacturing industries, especially the rice, pulses, plastics and recycling sectors. However competitors offering cheaper and often inferior equipment were making inroads into these key markets, threatening the company’s market share and category leading position.
A strategic thought-leadership campaign was devised to demonstrate Buhler’s forward thinking and innovative approach. Positioning as a knowledgeable partner in innovation, food safety and security, sustainability and energy efficiency, the aim was to show that working with Buhler delivered more to their clients’ business than just buying the machine.
Food safety was identified as one of the most important trends dominating the industry’s agenda, and this formed the backbone of the thought-leadership campaign. This was run alongside a traditional press office function, securing significant and regular coverage on the latest industry issues, contracts as well as product installations in vertical trade publications across North America, Asia and Europe.
