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.
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.