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Product Launch To-Go

Brand Awareness for Kaufland‘s new snack private label

Challenge / Approach

Ready to eat, convenient, fresh – replying to the increasing on-the-go trend, Kaufland expands its portfolio with the snack brand "K-to go”. Klenk & Hoursch has developed a PR campaign to attract attention to the products and the brand and to stand out among competitors.

Implementation

Klenk & Hoursch accompanies the brand & product launch with classic media relations and therefore pursues a story-telling approach all about the topic „Lunch Break To-Go“. The basis is formed by representative survey data and insights on eating habits and mobile lifestyle provided by the trend research institute TrendOne. Additionally, we focus on face-to-face contact: As part of an editorial tour the products are presented to journalists from the leading food and lifestyle platforms at a relaxing lunch break event according to the motto “Lunch for Launch”. Moreover, other publishing houses receive product samples and information material via a desk drop.

In addition, Kaufland sets up an open-air event in Berlin to directly reach the young target group – of course during lunch break. Klenk & Hoursch wins over influencer and model Klaudia Giez, known as “Klaudia with K”, as a testimonial. She attends the party, talks about the event online, spends time with Meet & Greet-winners and conducts exclusive interviews with media. Thanks to good music, free K-to go products and a summery branded location, the party provides an unusual lunch break experience.

The successful mix of Media & Influencer Relations, Event Management and Brand Engagement was honoured with a German Stevie Award.



GRA Logo gsa20 gold winner klein3


Outcome

Due to intensive media outreach and interview placement as well as the journalist events and the silent party for consumers in cooperation with the influencer we have

  • Created attention for Kaufland and their new brand K-to go
  • Built up relationships with over 50 media representatives
  • Placed key messages with the target group
  • Generated 65 clippings on K-to go with a reach of approximately seven million readers/users
12 Uta Rebentrost

Uta Rebentrost

Director

More about KAUFLAND: Product Launch To-Go?

LocationHamburg

Phone+49 40 30 20 881 - 02

E-Mailuta.rebentrost@klenkhoursch.de



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Tags:
Brand Engagement, Influencer Relations, Product Launch, Media Relations, Brand Communications, Events

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