
Uncle Ron's
Marketing and Commercialization Strategy

Uncle Ron's Vision
To become the leading manufacturer/supplier of Caribbean patties and ready meals in the United Kingdom by growing the Uncle Ron's brand at the national level
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Executive Summary
Introduction
The company is undergoing a strategic brand operational revitalization aimed at enhancing its market presence and becoming cash positive. The goal as outlined in this comprehensive plan is to reestablish the brand, expand digitally and secure new distribution alliance while positioning Uncle Ron’s as a leading name in the UK’s ready-meal market.
The revitalization strategy focuses on leveraging the brand's authentic Caribbean heritage while integrating modern marketing techniques to connect with both existing and new audiences
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The Business Concept
Establish Superior Foods Limited through its core brand 'Uncle Ron's' to become the leader in providing quality and affordable patties and ready meals for consumers across the United Kingdom
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The business has a product line of ready meals and patties of Caribbean cuisine in the United Kingdom distributing in shops at the local level. The key objective of the business is to take the the 'Uncle Ron's' brand to a national level distributing to major retail chains across Europe.


A National Approach
The aspiration of Superior Food (BHAM) Limited is to increase its product line as well as customer base by communicating its product with outsized supermarket chain, such as, Tesco, Iceland, and Sainsbury throughout UK. This will happen by providing unique taste profile and product quality that is synonymous with authentic Caribbean foods. As such our mission is built on:
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1. Growing the Uncle Ron's brand name by increasing the number of orders at the national level
2. Providing quality and affordable meals and ready products to consumers across the UK and Europe
3.Development of a high performing unit of employees through proper training and skills in the prepared food industry
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Positioning Statement
Brand Positioning
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1. Uncle Rons is positioned as the go-to brand for authentic Caribbean patties and ready meals in the UK. The brand’s offerings are not just meals; they are an experience that brings the vibrant flavors of the Caribbean into every home, combining the convenience of ready-to-eat products with the warmth and nostalgia of traditional Caribbean cooking
2. Key aspects of the brand’s positioning include the emphasis on authenticity, quality, and the cultural richness of the Caribbean
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Trends and Preferences
Health and Wellness
Health and Wellness trends are influencing product innovation, with a growing demand for organic, natural, and clean label condiments free from artificial ingredients and additives.
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International and Ethnic Flavours
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International & Ethnic Flavors are gaining popularity, reflecting Europe's multicultural culinary landscape and consumers' adventurous palates.
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Convenience and Affordability
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Convenience and on-the-go consumption are driving demand for single-serve and portable packaging formats, as well as ready-to-use and pre-packaged condiment solutions.
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Audience Persona
Age: 35
Gender: Male/Female
Marital Status: Married
Children: Two (ages 5 and 8)
Location: Birmingham, West Midlands, UK
Education: Bachelor’s Degree in Business Administration
Occupation: Marketing Manager
Income: £50,000 per year
Lifestyle:
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Enjoys trying new cuisines and flavors
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Values convenience and quality in food
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Family-oriented and enjoys meals that can be shared
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Health-conscious, prefers halal and fresh ingredients​
Interests:
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Cooking and trying new recipes
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Exploring different cultures through food
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Attending food festivals and culinary events
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Following food blogs and cooking shows
Values:
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Authenticity in food
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Quality and safety of ingredients
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Supporting local and family-owned businesses
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Halal certification for peace of mind
Buying Habits:
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Shops for groceries both online and in-store
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Looks for ready-made meals for convenience during busy workweeks
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Prefers to buy from brands that ensure halal and high-quality ingredients
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Often purchases in bulk for family gatherings and events
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Online Presence:
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Active on social media platforms like Instagram, Facebook, and Twitter
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Follows food influencers and chefs
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Frequently reads online reviews before purchasing food products
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Uses food delivery apps for ordering meals
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Needs and Goals
Convenience: Needs quick and easy meal options for busy workdays and family dinners.
Quality: Seeks high-quality, fresh ingredients and authentic Caribbean flavors.
Safety: Prefers products with halal certification and those that follow strict safety standards.
Variety: Looks for a range of flavors and options, including vegetarian choices.
Objectives
1.To revitalize Uncle Ron’s brand image, making it more appealing and relevant to today’s consumers.
2. To expand Uncle Ron’s digital presence through a new website and eCommerce platform
3.To strengthen relationships with retailers and build new distribution channels by expanding the brand’s reach across the UK
Competitive Landscape
Original Patty Co.
Overview
Original Patty Co. offers a range of Jamaican patties with various fillings. Their products are known for their traditional Jamaican flavors and high-quality ingredients.
Product Range
Beef Patties
Chicken Patties
Vegetable Patties
Salt Fish Patties
Special Editions (e.g., limited-time flavors)
Unique Selling Points
Focus on authentic Jamaican recipes.
Special edition patties that create excitement among customers.
Strong online presence with easy-to-navigate website for direct purchases
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Distribution: Available online and in select stores across the UK
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Marketing Strategies
Emphasis on traditional Jamaican heritage and recipes.
Engaging social media presence to connect with customers and promote special editions


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Port Royal Patties
Overview
Port Royal Patties is a family-run business producing authentic Jamaican patties in the UK for over 15 years.
Product Range
Jerk Chicken Patties
Curry Chicken Patties
Mutton Patties
Curry Beef Patties
Salt Fish Patties
Vegetable Patties
Unique Selling Points
Authentic taste using traditional recipes and spices from Jamaica.
Golden, flaky pastry crust.
Multiple certifications including SALSA, Vegetarian Society, and Halal Society approvals
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Distribution
Available in major supermarkets like ASDA, Tesco, and Morrisons.
Online purchasing options through supermarket websites
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Marketing Strategies
Emphasis on traditional Jamaican heritage and recipes.
Engaging social media presence to connect with customers and promote special editions.


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Island Delight
Overview
Island Delight specializes in Caribbean cuisine with a focus on Jamaican patties and other Caribbean snacks.
Product Range
Beef Patties
Chicken Patties
Lamb Patties
Vegetable Patties
Unique Selling Points
Commitment to authentic Caribbean flavors
Strong focus on quality and freshness of ingredients
Halal certification for all products
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Distribution
Available in various retail stores and online platforms across the UK
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Marketing Strategies
Highlighting the quality and authenticity of ingredients.
Broad distribution network ensuring availability in numerous locations


Competative Analysis Considerations
Product Authenticity: All three competitors emphasize the authenticity of their Jamaican recipes and traditional flavors, a common selling point in the market.
Certifications: Port Royal Patties and Island Delight have strong certifications (SALSA, Halal) which can attract a broader audience, including Muslim consumers.
Distribution Networks: Port Royal Patties and Island Delight have a more extensive presence in major supermarkets, making them more accessible to consumers. Original Patty Co. has a robust online presence which can be leveraged for direct-to-consumer sales.
Marketing: Emphasis on heritage and traditional recipes is a key marketing strategy across all competitors. Engaging online content and social media presence are also critical for building brand loyalty and attracting new customers.
What makes Uncle Ron's brand stand out
Strategies for Implementation

Opportunities for Uncle Ron's
Expand Distribution: Increasing presence in major supermarkets and online retail platforms.
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Enhance Certifications:
Obtaining additional certifications like BRC can enhance credibility and attract more customers in an around Europe.
Innovative Marketing: Leveraging social media for engagement and introducing limited-time flavors or special editions to create buzz.
Action Points
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Complete the brand restructure and development, including a new visual identity and updated messaging.
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Launch the redesigned website with integrated e-commerce functionality.
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Roll out targeted marketing campaigns to promote the new brand image and new product offerings.
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Develop and execute a PR strategy to build relationships with key UK retailers
Re-brand and Creative Development
​Visual Identity Update​
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The rebranding and Creative development include a new logo representation with topography guidelines, new packaging designs, and a new website development. These changes will modernize Uncle Ron’s image while staying true to its Caribbean roots, ensuring that the brand appeals to both long-time customers and new audiences
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Key Messaging
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The brand’s messaging will focus on the authenticity of its products, highlighting the traditional recipes and quality ingredients that make Uncle Ron’s a trusted name in Caribbean cuisine.


B2C Strategy
Digital Presence Expansion
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The B2C strategy will focus on enhancing Uncle Ron’s online presence. This includes launching a fully redesigned website with e-commerce integration, as well as engaging consumers through targeted social media campaigns
Subscription Kits
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Subscription kits will be introduced to make it easy for consumers to enjoy Uncle Ron’s products regularly. These kits will cater to different customer preferences, offering a convenient way to experience the brand’s diverse product range.
Key Campaigns
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Social media campaigns will focus on product features, customer engagement, and driving traffic to the new website
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Email marketing campaigns will promote subscription kits and special offers to build customer loyalty.
B2B Strategy
​PR & Relationship Building​
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The B2B strategy will focus on building strong relationships with key UK retailers. This will involve targeted PR efforts to showcase Uncle Ron’s commitment to quality and authenticity, as well as leveraging the brand’s SALSA certification
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LinkedIn Engagement
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LinkedIn will be used to engage with industry professionals, share success stories, and highlight the brand’s strengths, positioning Uncle Ron’s as a trusted partner in the prepared food industry
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B2B Sales Support
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Retailers will receive tailored marketing and sales support, including promotional campaigns and social media advertising that aligns with their sales goals

Customer Acquisition Channel
Uncle Ron’s will strengthen its existing sales channels while exploring new opportunities to expand its distribution network. The brand’s revamped website will serve as a key sales channel, supported by a comprehensive digital marketing strategy and targeted PR efforts. Additionally, Uncle Ron’s products and subscription kits will be made available on major e-commerce platforms, increasing accessibility and reach
Action Steps
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Roll out the brand refresh and launch the new website with integrated e-commerce capabilities.
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Begin implementing the PR strategy to build relationships with key UK retailers.
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Expand sales channels by listing Uncle Ron’s products and subscription kits on popular e-commerce platforms, ensuring broader market penetration.

Relaunch
The relaunch of Uncle Ron’s will center around introducing a refreshed brand identity, a more user-friendly website, and a series of subscription kits tailored to different customer preferences. The strategy involves engaging both B2C and B2B audiences, with authenticity and convenience as the key selling points.
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Action Steps:
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Launch the new website and e-commerce store.
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Introduce subscription kits such as 'Home Comforts, ' 'Best Sellers, ' and 'Explorer’s Bounty, ' curated from Uncle Ron's diverse product range.
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Execute targeted PR and social media campaigns to build brand awareness and drive sales.
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Strengthen relationships with distributors and retailers to expand product availability.

Campaigns
Campaign Themes
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Campaigns will focus on promoting Uncle Ron’s rich Caribbean heritage while emphasizing the convenience and quality of the ready-to-eat meals
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Name Proposal​s
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"Taste of Home": Emphasizing the nostalgic comfort of Caribbean meals.
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"Caribbean Flavors Delivered": Highlighting the convenience of home delivery for authentic meals.
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"From Our Kitchen to Yours": Showcasing the homemade quality and authenticity of Uncle Ron’s products
Content Themes For Social Media
Content Theme No. 1
Cultural Heritage
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Why: Celebrate the rich history and traditions of Caribbean cuisine. This theme helps build a deeper connection with the audience by showcasing the authenticity and cultural roots of Uncle Ron's products.
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Content: Posts highlighting the origins of different dishes, traditional cooking methods, and stories behind popular Caribbean meals.
Product Highlights
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Why: Showcase the unique features of Uncle Ron’s patties and ready meals. This theme will drive awareness and interest in specific products, helping to boost sales.
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Content: Detailed images and descriptions of individual products, focusing on ingredients, flavor profiles, and best uses.
Customer Stories
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Why: Build community and trust by sharing real-life testimonials and experiences from satisfied customers. This theme encourages engagement and brand loyalty.
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Content: Quotes, photos, and short videos from customers enjoying Uncle Ron's products in various settings.
Quick & Easy Meal Ideas
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Why: Position Uncle Ron’s products as convenient meal solutions for busy lifestyles. This theme attracts consumers looking for quick, delicious, and hassle-free options.
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Content: Recipe ideas, meal prep tips, and serving suggestions using Uncle Ron’s ready meals and patties.

Content Theme No. 2
Tasting Challenges
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Why: Engage the audience with fun, interactive content that highlights the variety of Uncle Ron’s products. Tasting challenges create excitement and encourage social sharing.
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Content: Videos of people doing “Guess the Pattie Flavor” or “Which Ready Meal Tastes Better?” challenges, where participants taste and rate different products.
Behind-the-Scenes
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Why: Offer a glimpse into the production process and the people behind Uncle Ron’s. This theme builds transparency and trust, showing the care and quality that goes into each product.
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Content: Videos and photos from the kitchen, interviews with the chefs, and insights into how the ready meals are prepared.
Unboxing and Setup
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Why: Showcase the convenience and appeal of Uncle Ron’s ready meals through unboxing and preparation videos. This theme demonstrates how easy it is to enjoy a high-quality meal at home.
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Content: Unboxing videos that show customers unpacking their ready meals and setting them up for serving, highlighting the simplicity and ease of use.
Pattie Flavor of the Day
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Why: Create daily engagement by featuring a different pattie flavor each day. This theme keeps the content fresh and encourages customers to try all the flavors.
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Content: Daily posts featuring a specific patty flavor, with details about its ingredients, taste profile, and best pairing suggestions.

Subscription Kit Strategy

Subscription Kits
Kit Descriptions:
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Home Comforts: A selection of Uncle Ron’s classic favorites, perfect for bringing the warmth and comfort of Caribbean home-cooking to the table.
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Best Sellers: A curated mix of Uncle Ron’s most popular products, guaranteed to satisfy a wide range of tastes
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Explorer’s Bounty: For those who crave something different —bold, unique flavors from across the Caribbean, ready to be explored.


Home Comforts
The Home Comforts kit is designed to bring the warmth and nostalgia of traditional Caribbean home-cooking right to your table. Perfect for families and individuals who want to enjoy the comforting flavors of the Caribbean with minimal preparation, this kit includes a selection of Uncle Ron’s most classic and beloved products.
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Contents:
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Chicken Patties (Pack of 6): Tender chicken encased in a flaky, golden pastry, offering a comforting and familiar taste.
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Beef Patties (Pack of 6): A hearty filling of seasoned ground beef wrapped in a perfectly baked pastry.
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Mutton Patties (Pack of 6): Rich and flavorful, this is a Caribbean classic.
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Caribbean Pasties (Pack of 6): A unique twist on a favorite, these pasties combine traditional Caribbean flavors with a comforting pastry shell.

Best Sellers
The Best Sellers kit offers a curated selection of Uncle Ron’s most popular and highly-rated products. This kit is perfect for both new customers and loyal fans who want to enjoy a variety of top-selling items. It’s an easy way to experience the best that Uncle Ron’s has to offer.
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Contents:
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Chicken Patties (Pack of 6): One of the top favorites, these patties are a must-try.
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Beef Patties (Pack of 6): A crowd-pleaser, loved for its hearty filling and savory taste.
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Jerk Chicken Patties (Pack of 6): Combining the traditional jerk seasoning with tender chicken, this is a best-seller for a reason.
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Curried Chicken Patties (Pack of 6): A perfect blend of spices that offers a taste of the Caribbean in every bite.
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Vegetable Patties (Pack of 6): A top choice for those seeking a flavorful vegetarian option

Explorer's Bounty
The Explorer’s Bounty kit is tailored for those with a passion for culinary adventure. This kit features a selection of Uncle Ron’s most unique and bold flavors, offering a taste of the Caribbean that is diverse and exciting. Perfect for those who love to discover new tastes and expand their palate.
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Contents:
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Curried Goat Patties (Pack of 6): A rich and aromatic filling with a distinctive Caribbean flair.
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Salt Fish Patties (Pack of 6): A true taste of the islands, offering a savory and slightly salty flavor.
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Ackee & Saltfish Patties (Pack of 6): A classic Caribbean combination that’s both unique and delicious.
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Spicy Beef Patties (Pack of 6): For those who like a bit of heat, these patties deliver a spicy kick.
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Curry Mutton Patties (Pack of 6): An adventurous choice, offering a deep and flavorful mutton curry filling.

Home Meal Essentials
The Home Meal Essentials kit is perfect for those seeking convenient, ready-made meals that don’t compromise on taste or quality. Each meal in this kit is inspired by traditional Caribbean recipes, offering a comforting and satisfying option for lunch or dinner.
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Contents:
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Curried Chicken with Rice and Peas (Pack of 3): A classic Caribbean dish featuring tender chicken in a rich curry sauce, served with rice and peas.
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Jerk Chicken with Festival (Pack of 3): Spicy jerk chicken paired with sweet festival dumplings, creating a perfect balance of flavors.
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Vegetable Ital Stew with Rice (Pack of 3): A hearty vegetarian option packed with Caribbean flavors, including root vegetables, beans, and rice.
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Braised Oxtail with Rice and Peas (Pack of 3): A rich and flavorful dish, slow-cooked to perfection, served with traditional rice and peas.
Multi-Platform Content Focus

LinkedIn (B2B Focus)
Content Goals:
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Build brand awareness among professionals.
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Highlight business milestones and achievements.
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Share success stories and testimonials from satisfied customers.
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Content Ideas:
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Success Stories: Share case studies of how Uncle Ron’s patties have been successfully integrated into various food establishments.
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Business Milestones: Announce new partnerships, certifications, and awards.
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Employee Spotlights: Highlight team members and their contributions to the business.
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Industry Insights: Share articles and insights about the Caribbean food industry.
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Frequency: 2-3 posts per week


Instagram and Facebook (B2C and D2C)
Content Goals:
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Engage with a broad audience through visually appealing content.
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Promote products and special offers.
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Foster a community around Caribbean cuisine
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Content Ideas:
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Product Photos: High-quality images of patties and ready-made meals.
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Behind-the-Scenes: Showcase the production process and ingredient sourcing.
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User-Generated Content: Share photos and stories from customers.
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Contests and Giveaways: Engage followers with interactive content.
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Instagram Stories and Reels: Short, engaging videos showcasing recipes, customer testimonials, and events.
Frequency: 2-3 posts per week.

YouTube (D2C and B2C)
Content Goals:
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Provide in-depth content and tutorials.
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Establish Uncle Ron’s as an authority in Caribbean cuisine.
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Engage viewers with storytelling and visual content.
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Content Ideas:
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Cooking Tutorials: Step-by-step recipes featuring Uncle Ron’s products.
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Customer Stories: Interviews and testimonials from loyal customers.
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Behind-the-Scenes: Detailed videos of the production process.
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Cultural Insights: Videos about Caribbean culture and cuisine.​​
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Frequency: 1-2 videos per month.


Twitter (B2C & D2C)
Content Goals:
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Share timely updates and engage in real-time conversations.
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Drive traffic to the website and other social media platforms.
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Participate in food-related trends and discussions.
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Content Ideas:
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Daily Updates: Share news, special offers, and product launches.
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Engagement: Retweet and respond to customer posts.
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Hashtags: Use trending food-related hashtags to reach a wider audience.
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Polls and Questions: Engage followers with interactive content
Frequency: Frequency tweets and engagement​

Pinterest (D2C)
Content Goals:
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Drive traffic to the website through visually appealing pins.
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Inspire users with recipe ideas and product uses.
Content Ideas:
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Recipe Pins: Create pins linking to recipes using Uncle Ron’s products.
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Product Boards: Curate boards for different product lines.
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DIY and How-To Guides: Visual guides on using and enjoying products.
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Seasonal Content: Pins related to holidays and events
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Frequency: 4-5 pins a week
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Email Newsletters (B2C and D2C)
Content Goals:
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Keep subscribers informed and engaged.
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Promote special offers and new products.
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Provide value through exclusive content.
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Content Ideas:
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Monthly Newsletter: Updates on new products, special offers, and company news.
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Recipe of the Month: Feature a new recipe using Uncle Ron’s products.
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Customer Spotlights: Highlight stories and testimonials.
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Exclusive Discounts: Offer special deals for subscribers.
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​Frequency: Monthly Newsletters
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Blog on Company Website (B2C and D2C)
Content Goals
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Improve SEO and drive traffic to the website.
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Provide valuable content related to Caribbean cuisine.
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Establish Uncle Ron’s as an authority in the food industry.
Content Ideas
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Recipes: Detailed recipes featuring Uncle Ron’s products.
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Cultural Articles: Write about Caribbean culture and food traditions.
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Product Features: Highlight new and popular products.
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Health and Quality: Articles on the quality and health benefits of ingredients used
Frequency: 2-3 blog posts per month
Lead Generation via
Paid Channels

LinkedIn Advertising
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Sponsored Content: Use LinkedIn ads to promote your articles, blog posts, or videos that highlight the quality and uniqueness of your products. These posts can drive traffic to your website and lead capture forms​
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Lead Gen Forms: LinkedIn's lead generation forms are integrated with its advertising products, making it easy for potential clients to express interest without leaving the platform​
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Sponsored InMail: Send personalized messages directly to the inboxes of decision-makers in the hospitality, hotel, and food service industries
Google Ads
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Search Ads: Target high-intent keywords related to bulk food purchases, wholesale condiments, and specific product lines like your sauces and spices. Utilize ad extensions to provide additional links and information.
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Display Ads: Use Google's vast display network to place ads on relevant websites frequented by hospitality and food service professionals.
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Remarketing: Implement remarketing campaigns to capture the interest of visitors who've previously engaged with your site but did not convert.
YouTube Ads:
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Pre-roll and Mid-roll Ads: Place ads before or during relevant culinary videos or business-focused content.
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Sponsored Video Content: Partner with culinary influencers or business advisors to create sponsored content that can appeal directly to your target audience.
Pre-Launch
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Teaser Campaigns
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Email Marketing
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Influencer Partnerships
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Contests and Giveaways
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Press Releases
Launch
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Launch Event
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Social Media Blitz
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Limited Time Offers
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Partnership Campaigns
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Customer Testimonials
Post-Launch
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Follow-up Emails
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Engagement Campaigns
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Referral Programs
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Content Marketing
Project Implementor
Craslyn Ericak Benjamin
FSPCA | PCQI | BSc | DIP | NPD Architect | Marketing and Business Strategist
Craslyn Benjamin is a Serial Entrepreneur and Creative who began small backyard farming with her grandfather Clarence Benjamin and is now farming and producing on a global production level. She seeks to model and invest in the development of agribusinesses, agriculture and the health and beauty sector particularly through her company, Clarence Benjamin Group.
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Craslyn has garnered over ten years of experience in the shipping and allied industry and has over eleven years of experience in export marketing and international trade. She has worked with companies such as the Pacific Coast Fruit Company (Oregon & Seattle), and Grace Foods International as a supply Chain Strategist distributing products within central Caribbean, Europe, and the USA. She has extensive experience working with mid-market and large enterprises facilitating restructuring, lean thinking, product innovation, lean business model and strategy development, new product development, recipe formulation and go-to-market implementation.
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Craslyn holds a Diploma in International Shipping and a Bachelor of Science Degree in Logistics and Supply Chain Management from the Caribbean Maritime University. She is an Official Richard Branson Centre Legacy Entrepreneur, UN Women MCO- Caribbean Yemanja Alumni and President Barack Obama’s Young Leaders of the Americas Initiative Alumni.


Call
44 7731 327237