Case Study: Gilmours
OneNineFive was tasked to design and deliver a customised Incentive and Reward programme for Gilmours - a leading New Zealand food and beverage wholesaler.
The objectives for the incentive trip were:
- Increase sales
- Build strong relationships
- Educate and inspire business owners
Working with Gilmours, we created a compelling brand and identity for this unique and ground breaking industry incentive called ‘The Finest Cut - a slice of Melbourne Food, Wine & Hospitality’.
This brand, along with a robust qualification metric, was then clearly communicated to selected customers of Gilmours who were invited to take part.
As part of the engagement phase, Gilmours customers logged into a secure customised website we built, where they could track their sales progress and learn more about the opportunities for personal and professional growth.
The Finest Cut programme had four key streams:
- Education and Master Classes
- Special Events
Key to the success of the 4 day experience was building a wider OneNineFive team of like-minded, passionate hospo operators in Melbourne who were willing to share their stories with the guests from New Zealand. These included Guy Grossi, Ian Curley, Daniel Wilson, Angie Giannakodakis, Nicky Riemer, Ashley Davis and many more.
At the end of the 'qualification phase' 130 key customers earned their place to travel to Melbourne alongside Gilmours staff in May 2014. It was a massive success.
“To Greg and the team at OneNineFive, we say, 'top job'. We gave you a budget and a black canvas and you've delivered. This has been an outstanding result for our business and there is no turning back.”
John Horwood, Gilmours Manakau
After the proven success of The Finest Cut in 2014, Gilmours decided to build on this winning strategy.
In 2016 a new programme was designed with new content and ideas, meaning that those on their second 'Finest Cut' trip had an entirely new experience. This time we took over 240 people across 4 trips.
The 2016 Finest Cut was named 'Runner Up - Best Incentive Programme' in Asia Pacific.
And then again...
The Finest Cut 2018 was the third instalment and yes, it was even bigger and better! This time we took 260 New Zealand hospitality professionals across 4 trips.
We're immensely proud of what we created and delivered to Gilmours and their customers, and the part we played in inspiring and educating so many talented, passionate and kind-hearted New Zealand hospitality operators.
“Without waxing lyrical, it was an unforgettable experience and one I'll cherish for a mighty long time. You made it special, informative and fun. It was neat to engage with some of the best of the best of the Melbourne hospo scene in the way we did. Simply superb”.
Steve Ward, Founder, Lone Star Restaurants