SELECTED CASES: GOURMET
SELECTED CASES: GOURMET
GERMAN TEA ASSOCIATION
TEA-UP-YOUR-LIFE
The task of the association is to safeguard and promote its interests relating to the import, manufacture, packaging and/or marketing of tea in Germany.
BACKGROUND
Following an agency pitch, the German Tea Association (Teeverband) commissioned ipr to devise and implement a strategy to attract a younger audience to tea.
IPR ACTIVITIES
In order to target an audience between 15-25 years of age, ipr created the multi-level national campaign „tea-up-your-life“, introducing www.tea-up-your-life.de, a lifestyle website providing information on tea, recipes and the campaign´s activities. National „tea-up-your-day“ contests involved a school film competition with more than 400 participating school classes. Strategic media cooperations, intensive press work and the ipr-edited in-house magazine „tea-up-your-life“ added to the campaigns´ multi-level portfolio.
GERMAN TEA ASSOCIATION
TEA-UP-YOUR-LIFE
The task of the association is to safeguard and promote its interests relating to the import, manufacture, packaging and/or marketing of tea in Germany.
BACKGROUND
Following an agency pitch, the German Tea Association (Teeverband) commissioned ipr to devise and implement a strategy to attract a younger audience to tea.
IPR ACTIVITIES
In order to target an audience between 15-25 years of age, ipr created the multi-level national campaign „tea-up-your-life“, introducing www.tea-up-your-life.de, a lifestyle website providing information on tea, recipes and the campaign´s activities. National „tea-up-your-day“ contests involved a school film competition with more than 400 participating school classes. Strategic media cooperations, intensive press work and the ipr-edited in-house magazine „tea-up-your-life“ added to the campaigns´ multi-level portfolio.
NEW ZEALAND LAMB
With its mild taste and consistent quality, lamb from New Zealand has become the premium market leader in Germany. With its mild taste and consistent quality, lamb from New Zealand has become the premium market leader in Germany.
BACKGROUND
After a successful pitch, Beef & Lamb New Zealand contracted ipr as German press and promotion office. Core task was to create a campaign to accelerate the use of New Zealand Lamb on both gastronomy and endconsumer level, introducing NZL health and natural environmental aspects combined with the ease of use.
IPR ACTIVITIES
On the gastronomy side ipr organized a tour through German professional cooking schools, educating trainee chefs on the benefits of working with New Zealand Lamb. Famed Michelin-rated TV-chef and NZL ambassador Christian Henze was taken on board to guide through journalist cooking courses, while hip visitors of city beachbars across Germany were surprised by „New Zealand Lamb Chill & Grill“-events. Recipes, event schedules and press downloads were provided by www.neuseelandlamm.de
NEW ZEALAND LAMB
With its mild taste and consistent quality, lamb from New Zealand has become the premium market leader in Germany. With its mild taste and consistent quality, lamb from New Zealand has become the premium market leader in Germany.
BACKGROUND
After a successful pitch, Beef & Lamb New Zealand contracted ipr as German press and promotion office. Core task was to create a campaign to accelerate the use of New Zealand Lamb on both gastronomy and endconsumer level, introducing NZL health and natural environmental aspects combined with the ease of use.
IPR ACTIVITIES
On the gastronomy side ipr organized a tour through German professional cooking schools, educating trainee chefs on the benefits of working with New Zealand Lamb. Famed Michelin-rated TV-chef and NZL ambassador Christian Henze was taken on board to guide through journalist cooking courses, while hip visitors of city beachbars across Germany were surprised by „New Zealand Lamb Chill & Grill“-events. Recipes, event schedules and press downloads were provided by www.neuseelandlamm.de
Australian Macadamias Horticulture Australia (HAL)
Australian Macadamia were the first to be introduced to Germany and with stringent quality control throughout the production and transport they are regarded as the queen of nuts.
BACKGROUND
With growing competition Horticulture Australia were seeking to safeguard their position as market leader for Macadamias in Germany.
IPR ACTIVITIES
Employed as German press and promotion office ipr devised a strategy that targeted food press and PoS tastings at key b2b retailers. The core messages were centred around around health/nutritional aspects of Macadamias encorporating strong Australian images and alternative uses, such as baking and cooking. Educational campaigns featuring recipe creations, food journalist cooking events and consumer competitions informed about new ways of using Australian Macadamias.
Australian Macadamias Horticulture Australia (HAL)
Australian Macadamia were the first to be introduced to Germany and with stringent quality control throughout the production and transport they are regarded as the queen of nuts.
BACKGROUND
With growing competition Horticulture Australia were seeking to safeguard their position as market leader for Macadamias in Germany.
IPR ACTIVITIES
Employed as German press and promotion office ipr devised a strategy that targeted food press and PoS tastings at key b2b retailers. The core messages were centred around around health/nutritional aspects of Macadamias encorporating strong Australian images and alternative uses, such as baking and cooking. Educational campaigns featuring recipe creations, food journalist cooking events and consumer competitions informed about new ways of using Australian Macadamias.
FISCH-INFORMATIONSZENTRUM E.V.
The German Fish Association introduced the FIZ to help consumers make the right decision when buying fish.
BACKGROUND
The Fish Information Center (FIZ) contracted ipr to develop a FIZ app for mobile devices that uses existing data.
IPR ACTIVITIES
ipr developed an easy-to-use app that offers valuable background information to the endconsumer when shopping fish.
FISCH-INFORMATIONS-ZENTRUM E.V.
The German Fish Association introduced the FIZ to help consumers make the right decision when buying fish.
BACKGROUND
The Fish Information Center (FIZ) contracted ipr to develop a FIZ app for mobile devices that uses existing data.
IPR ACTIVITIES
ipr developed an easy-to-use app that offers valuable background information to the endconsumer when shopping fish.