With the Superior Taste Awards Ceremony over, and a number of companies holding the Award they have been working on for over a year, the time has come for using the new international recognition they have obtained. This year again, we have not been disappointed by the creativity demonstrated by the awarded companies!
We are observing two main uses of the reports and the recognition provided by the Superior Taste Award. First, an increasing number companies are now using the detailed reports containing the comments made by iTQi’s Chefs and Sommeliers about their products to improve their taste and quality. Those valuable comments, ranging from “a little less sugar would not harm this product”, to “I strongly recommend serving with a light, green salad”, really provide quality and R&D departments with concrete information for refining their products. Whether they are suppliers to large, international distribution companies or small, local producers, more and more food and drink manufacturers saw the value of iTQi’s experts’ opinion to develop their products and ensure they meet the requirements of these refined palates. It was not a surprise to the Institute that an impressive number of its products are submitted two, or even three times in a row, to ensure a regular follow-up of the product’s evolution.
Beyond this unique service provided by iTQi, there is of course the marketing aspect behind winning an award. iTQi’s (awarded) clients, always in search of an authentic story to share with their consumers, find an enormous benefit in using the image and prestige of the Institute’s chefs and sommeliers, recognising the quality of their products! See, for example, this advert by ABC sir, where the Chef’s appearance, supported by the Superior Taste Award’s label, adds significant credibility and a certain amount of reassurance that the product tastes, indeed, very good.
Another creative approach consists in ensuring the producer’s achievement hits the news, and, in that way, gains credibility. Ename Abdijham, an abbey ham from Belgium awarded in 2010 with one star, took this approach and organised two consecutive meetings with the press that filmed its facilities and its production processes. This image, associated with the story of the Superior Taste Award, provided Ename with a powerful tool to communicate the quality of its processes! Another (impressive) example is the visibility obtained by Sarmat beer on search engines. By ensuring a wide distribution of their press-release and by mobilising their network in the national press, they have managed, in a very short time frame, to cover multiple pages of results in Google and other search engines! All this is, of course, associated with the daily enriched Press Archive mentioning iTQi and the Superior Taste Award, which ensures local, and international visibility.
We won’t mention, of course, that using the products biggest show-case (the packaging), or communicating about the award at trade fairs are both essential ways to ensure that consumers visualise the achievement!
Did you see any original communication of the Superior Taste Award that we have missed? Have you seen any press-cut about the International event? Let us know!
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