Case Study: Advance

Advance is one of the UK’s leading catering equipment distributors. Its products and services are used by many of the country’s biggest casual dining groups and restaurant brands, such as Pizza Hut and Carluccios.

catering, chef, kitchen, catering equipment.


increase in company revenues

Complete company repositioning

The Brief

Advance Catering contacted Move with a view to implementing a campaign specifically targeting the casual dining sector. To do this, we would focus on positioning them as a thought leader with B2B buyers and helping them to evolve from purely a product supplier to more of a solutions-led consultant under the “Smart Kitchens for Casual Dining” campaign theme.

Following the success of this campaign, the company then asked us to address their wider corporate positioning and brand awareness.

website mockup

The Solution

In the first instance, we undertook a full audit of the company’s position and produced a campaign and content strategy which would later be implemented under the “Smart Kitchens” umbrella. After identifying four key pillars for this theme, geared around unique aspects of the offering, we set about communicating this approach across a range of channels. 

This included the development of technical white papers, extensive use of trade press to position key messages and the use of video web explainers, which combined commercial kitchen footage with animation and voiceover. We also made effective use of social channels and an associated email marketing and telemarketing campaign. This helped us to hone in on key decision makers and support the Advance Catering sales team in converting leads into sales appointments.

Over a longer period, we then completed a full company rebrand, the development of a corporate website which clearly segments the different elements of their offering, printed collateral and management of the company’s PR and social channels.

business cards


Alex and the team have been a breath of fresh air having dealt with many marketing agencies over the years. We agree a plan and a budget and it just happens…when we agreed it should and to a consistently high standard. I see Alex and his team as an extension of my own and they never let me down. I would definitely recommend Move Marketing to associates and colleagues. In fact I already have!

Darryl Pannell, Commercial Director, Advance Group