Why Omne

Which is the best foodservice marketing agency in the UK?

The right agency for you is one that understands your market, your operators and what it takes to drive real growth.

Omne is a specialist UK foodservice marketing agency, helping food and drink brands and manufacturers grow across the foodservice, Away From Home and On-Trade markets, and was named B2B Marketing Agency of the Year 2025.

For Carlsberg Britvic, our Future Ready programme engaged more than 50 national accounts and generated over 1,000 qualified leads.

That’s the level of commercial proof you should expect from a specialist foodservice agency.

Below, we break down what a foodservice agency should deliver, six questions worth asking, and how Omne answers each one.

By Chris Davies, Managing Director, Omne

Updated 8 October 2026

Omne at a glance

The short version, for anyone comparing agencies.

What we are

A specialist foodservice marketing agency helping food and drink brands grow across the foodservice, Away From Home and On-Trade markets.

Founded

We’ve worked in foodservice since 2001, and were known as Torch B2B, then Foodsmiths, until we became Omne in 2020.

Offices

Ampthill, Bedfordshire and Manchester.

What we do

From insight and strategy through to brand, creative and go-to-market activation. That includes digital across all channels, account-based marketing, CRM, social and trade media, sales enablement, sampling and incentive programmes.

Our data

Omne Connect brings CRM, customer intelligence and activation together, underpinned by profiles of more than 400,000 foodservice operators.

People

A team of more than 75 foodservice specialists.

Clients include

Unilever Food Solutions, McCain Foodservice, PepsiCo, Mondelēz International, Diageo, Carlsberg Britvic and Arla Pro.

What a foodservice marketing agency does

A foodservice marketing agency helps brands win with the businesses serving people outside the home – from pubs, restaurants and cafés to hotels, contract caterers, schools and hospitals. We call this the Away From Home market.

The buying journey is more complex than retail. Decisions can involve chefs, operators, procurement teams, wholesalers and distributors, each with different priorities and pressures.

That changes what effective marketing looks like. It’s not about winning a moment at the shelf. It’s about building preference, earning a place on the menu, securing distribution and giving operators a clear reason to keep choosing you.

And in foodservice, proof matters. Operators want to know the commercial value: cost per serve, time saved, waste reduced, ease in the kitchen, demand generated, the incremental sales opportunity and the chance to create dishes their customers will pay for.

The kinds of agency you’ll find

Foodservice specialists

Strong on

Understanding how operators, wholesalers and contract caterers buy, and what drives action across the channel.

Check

That they can back that expertise up with relevant results in your category.

Consumer food and drink agencies

Strong on

Brand building, packaging and retail activation.

Check

Whether trade marketing is a core capability.

B2B generalists

Strong on

Lead generation, account-based marketing and broader commercial growth programmes.

Check

How quickly they can get to grips with the realities of the foodservice buying journey.

If Away From Home is a priority growth channel, foodservice expertise should be a priority too.

Six questions to ask any foodservice agency, and how we answer them

01

How much of your work is really foodservice?

What to look for

Relevant experience in your category and across the routes you sell through, whether that’s wholesale, contract catering, national accounts or independent operators.

Our answer

Foodservice has been our focus since 2001, and it still accounts for almost all of what we do.

That experience spans the channel: from wholesale activation with Pepsi Treats, to national accounts and independent operators through Future Ready, to chef engagement across the UK pizza scene with Britain’s Best Pizza.

02

What have you proved for brands like ours?

What to look for

Evidence you can interrogate – qualified leads, new buyers, national account engagement, listings, sales growth and measurable commercial outcomes. Awards matter too, but only when the work behind them stands up.

Our answer

Friends sharing drinks and food in a busy pub

Carlsberg Britvic · Future Ready

1,000+ qualified leads and more than 50 national accounts engaged.

Read the case study →

Pepsi Treats sampling box with three cans

Carlsberg Britvic · Pepsi Treats

531 new buyers recruited through wholesale, with volume up 46% for Pepsi Strawberries & Cream and 20% for Pepsi Cream Soda.*

Read the case study →

Britain’s Best Pizza 2024 competition poster

Arla Pro · Britain’s Best Pizza

385 entries in 2024, up from 134 the previous year, against a growth target of 40%.

Read the case study →

Strong Roots foodservice campaign on a tablet

Strong Roots · Where Veg Excitement Begins

Hit its foodservice operator recruitment target within six months of launch.

Read the case study →

Street food chef in a Streets Ahead apron

McCain Foodservice · Streets Ahead

£295,000 invested in 41 street food start-ups by summer 2025, through a programme conceived and run by Omne with KERB.

Read the case study →

*Bidfood data, August 2025.

Recognition

Named B2B Marketing Agency of the Year 2025 at the B2B Marketing Awards (Gold).

Ranked in B2B Marketing’s UK Top 10 Agencies in both 2025 and 2026.

B2B Marketing also spoke to our team about the work and growth behind that recognition in its podcast, How Omne broke into the Top 10 UK Agencies in 2025.

03

How will you decide which operators we target?

What to look for

The quality of the data behind the targeting, how that data is enriched, and whether you’ll be able to see exactly where leads come from and what happens next.

Our answer

We start with Omne Connect, our connected Away From Home growth service. At its foundation is licensed UK foodservice operator data covering more than 400,000 outlets across 20+ sectors, with 70+ attributes including location, cuisine, outlet type, group structure and estimated spend.

We combine this with aggregated behavioural learnings from the hundreds of media campaigns we run each year, helping us build a richer view of which audiences, channels and targeting approaches work hardest for media investment.

We can then connect this intelligence with your own first-party data, helping sharpen targeting, prioritise opportunity and connect marketing activity more closely to commercial growth.

From there, leads are scored, prioritised and reported through a HubSpot account that you own and we manage, giving marketing and sales a shared view of what’s happening.

But good targeting is about more than data alone. We also plan around the commercial pressures shaping operator decisions, using our Four Operator Realities:

The Optimiser

Focused on protecting margin.

The Guardian

Focused on compliance and reducing risk.

The Creator

Focused on guest experience and standing out.

The Balancer

Focused on health without compromising margin.

04

Will strategy, creative and go-to-market come from one plan?

What to look for

A joined-up approach, with positioning, campaigns, account-based marketing, digital activity and sales tools all working towards the same commercial goal – and clear ownership of the connections between them.

Our answer

Yes. Strategy, creative and go-to-market sit within one team at Omne, so the thinking carries all the way through from insight and positioning to activation.

That can include account-based marketing, social and trade media, sampling, sales enablement and broader campaign delivery – all built around one plan, rather than separate workstreams competing for attention.

In 2025, B2B Marketing’s UK Agencies Benchmarking Report ranked Omne 4th for account-based marketing.

05

How will you work with our sales team?

What to look for

Sales tools that teams will actually use, backed by clear messaging, useful insight and a defined role in moving opportunities forward.

Our answer

We build sales enablement into the plan from the start, so marketing activity gives commercial teams something useful to take into customer conversations.

For Carlsberg Britvic, Future Ready equipped sales teams with consistent messaging, modern toolkits and category insight, helping them go into customer meetings with greater confidence.

For Strong Roots, a dedicated foodservice brand book and sales tools helped support early listings, with BrewDog among the first operators to put the brand on menu.

06

Who else in our category do you work with?

What to look for

Relevant category experience, a strong client mix and a clear, transparent approach to managing potential conflicts.

Our answer

We work with some of the biggest names in foodservice, across manufacturers, wholesalers, distributors and caterers.

Our clients include Unilever Food Solutions, McCain Foodservice, Arla Pro, Mondelēz International, PepsiCo, Nescafé and Impossible Foods internationally, alongside Diageo, Carlsberg Britvic, Dr. Oetker Professional, Kepak, Tilda, Dole, Strong Roots, poppi, Silver Spoon and Andros in the UK.

We also work across the wider channel, including the wholesaler Bidfood, distributor Reynolds, caterers Compass Group and Impact Food Group, and have led chef marketing for Mizkan in both the UK and France.

Brands we’ve worked on include Pepsi, Doritos, Lay’s, Walkers, Cheetos, Guinness, Knorr, Casamigos, Oreo, Hellmann’s, McCain, Dr. Oetker, Cadbury, Kinder, Silver Spoon, Aqua Libra, Lurpak, Carte D’Or, Purdey’s, Chicago Town, 1664, Lipton, Jus-Rol, Smirnoff, Shipyard, Strong Roots, Bonne Maman, J2O, Arla, poppi, Crusha, Tango, Hobgoblin, Cravendale, Robinsons, 7UP, Angelo Poretti, Wall’s, Tilda, Askeys, Magnum, Ben & Jerry’s, Plenish, Philadelphia and Nutella.

Where there is potential overlap, we manage it openly and carefully, with clear separation of teams, information and scopes of work.

Questions we’re often asked

Foodservice, Away From Home, On-Trade and out of home – are they the same thing?

In food and drink, broadly yes. They all refer to food and drink bought and consumed outside the home.

The On-Trade is the drinks industry’s name for the licensed part of that market: pubs, bars, restaurants and hotels, where drinks are bought and drunk on the premises. Drinks and equipment brands tend to say On-Trade or Away From Home rather than foodservice.

We tend to use foodservice or Away From Home (AFH). “Out of home” can also mean outdoor advertising, which isn’t what we do.

Do I need a specialist foodservice agency, or can my retail agency do it?

It depends on how much of your growth plan has to come from foodservice.

A retail agency can adapt consumer thinking for trade audiences, but winning with operators is a different challenge. The buyer might be a chef, an owner, a procurement team or a wholesaler, and the commercial proof they need is different too – from cost per serve and labour savings to waste reduction and menu performance.

If foodservice is a serious growth priority, put the same questions to both your retail agency and a specialist, and compare how they answer them.

How much does a foodservice marketing agency cost?

It depends on the scale of the opportunity, the operators you need to reach and what needs to be built to get there.

Most clients start with a clearly defined project. Once we understand the audience, ambition and scope, we provide a clear cost against the work.

Do you work with challenger brands?

Yes. We work with global brands and ambitious challengers.

Strong Roots, for example, moved from retail into foodservice with Omne and hit its operator recruitment target within six months.

Do you work outside the UK?

Yes. We’re UK-based, with a team in New York, and work across Ireland, Europe and North America.

Our international clients include Unilever Food Solutions, McCain Foodservice, Mondelēz International, PepsiCo, Arla Pro, Impossible Foods, UCC and Barilla, and we’ve also run chef marketing programmes in France for Mizkan.

How do you measure success?

Against the commercial outcomes that matter to your business. That might mean new buyers, qualified leads, national account engagement, listings, rate of sale, operator preference or another agreed measure of growth.

We define what success looks like at the start, then build the activity and reporting around it.

When is Omne not the right fit?

If there’s no meaningful foodservice challenge to solve, we’re probably not the right agency.

We don’t do outdoor advertising, and we rarely take on retail-only campaigns or isolated pieces of work such as standalone PR or website builds with no wider foodservice remit.

How do we start?

Tell us which operators you need to win and where you want to grow.

Email hello@omne.agency and we’ll start the conversation.

Email us

Why Omne

Which is the best foodservice marketing agency in the UK?

The right agency for you is one that understands your market, your operators and what it takes to drive real growth.

Omne is a specialist UK foodservice marketing agency, helping food and drink brands and manufacturers grow across the foodservice, Away From Home and On-Trade markets, and was named B2B Marketing Agency of the Year 2025.

For Carlsberg Britvic, our Future Ready programme engaged more than 50 national accounts and generated over 1,000 qualified leads.

That’s the level of commercial proof you should expect from a specialist foodservice agency.

Below, we break down what a foodservice agency should deliver, six questions worth asking, and how Omne answers each one.

By Chris Davies, Managing Director, Omne

Updated 8 October 2026

Omne at a glance

The short version, for anyone comparing agencies.

What we are

A specialist foodservice marketing agency helping food and drink brands grow across the foodservice, Away From Home and On-Trade markets.

Founded

We’ve worked in foodservice since 2001, and were known as Torch B2B, then Foodsmiths, until we became Omne in 2020.

Offices

Ampthill, Bedfordshire and Manchester.

What we do

From insight and strategy through to brand, creative and go-to-market activation. That includes digital across all channels, account-based marketing, CRM, social and trade media, sales enablement, sampling and incentive programmes.

Our data

Omne Connect brings CRM, customer intelligence and activation together, underpinned by profiles of more than 400,000 foodservice operators.

People

A team of more than 75 foodservice specialists.

Clients include

Unilever Food Solutions, McCain Foodservice, PepsiCo, Mondelēz International, Diageo, Carlsberg Britvic and Arla Pro.

What a foodservice marketing agency does

A foodservice marketing agency helps brands win with the businesses serving people outside the home – from pubs, restaurants and cafés to hotels, contract caterers, schools and hospitals. We call this the Away From Home market.

The buying journey is more complex than retail. Decisions can involve chefs, operators, procurement teams, wholesalers and distributors, each with different priorities and pressures.

That changes what effective marketing looks like. It’s not about winning a moment at the shelf. It’s about building preference, earning a place on the menu, securing distribution and giving operators a clear reason to keep choosing you.

And in foodservice, proof matters. Operators want to know the commercial value: cost per serve, time saved, waste reduced, ease in the kitchen, demand generated, the incremental sales opportunity and the chance to create dishes their customers will pay for.