Task:

Bärchen stands for more than just sausage and always offers its fans useful tips and tricks. An informative and educational promotion should also be carried out in spring to match the season. Traffic, dwell time and the return rate of the website should be increased. The focus was on the concept including storytelling, the creation of social media assets as well as the research and creation of suitable premiums (creation, printing).

Implementation:

The promotion concept was planned and implemented together with The Family Butcher (Reinert) and other service providers. There were exclusive Bear prizes to be won, many of them created by KB&B in the Bear design. A matching key visual was developed and used in the design of labels on all Bear products, and the assets for the landing page and the social media campaign were also implemented by our creation.

Success:

In keeping with the spring season, all Bear fans could learn a lot about urban gardening together with Bear and his friends, discover their own green thumb and win many great prizes. The promotion started on 14.3.2022 for 65 days (ending 8.5.). On-pack competition with high visibility on the packaging, link to the landing page and with subsequent raffle.
Prizes included raised beds, planting and gardening sets, books and bear deckchairs. Branded seed bags or useful download templates were raffled off as instant prizes. All participants had to digitally dig up a bed on the landing page and could find out their prize immediately afterwards, depending on what they dug up.

With almost 100,000 participants and over 200,000 page views, as well as over 2 million impressions in social media and a frequency of 3.4, this promotion was very successful and fully met expectations.

"It was great fun to develop a promotion together with KB&B that reflects the
emotional values of our brand - joint activities, playful learning,
joy of togetherness are attributes that are very important to our little bear and his friends!
And to us, too, of course!"
Sabine Reitzuch-Kettler, Senior Brand Manager Bärchen