Reinert HerzensSACHE:
Campaign for brand launch

Aims:

• Awareness for Reinert HerzensSACHE – Cold cut made from 100% antibiotic-free livestock breads
• Active placement of the topic “multi-resistant germs”
• Positioning of Reinert as a driving force in the industry

Implementation:

• According to the World Health Organization (WHO), the use of antibiotics in livestock farming is a cause for the development of multidrug-resistant bacteria.  These can also spread to humans and cause antibiotics to stop working.
• With the introduction of the product range “HerzensSACHE” in August 2018, Reinert was the first manufacturer in Germany to launch sausage products made from 100% antibiotics-free rearing and thus offers a concrete solution to this problem.
• Even before the official brand and product launch, we created targeted media attention for the issue of “multi-resistant microbes by antibiotic use in livestock farming”: press conference at the Green Week, disseminating results of our omnibus survey, exclusive interviews in specialized media.
• In the launch phase, we also supported the introduction of the HerzensSACHE products by targeting target-group-relevant B2B and B2C media.
• In 2019, the implementation of further measures will follow.

Activation channels:

• press conference
• professional and audience media
• Social Media

Results:

• total rech: over 29 Mio. (As of november 2018)