Video advertising has been growing tremendously in the last few years and according to a study by statista, 27.2% of online viewers spent 10 hours or more watching online videos per week. (https://www.statista.com/statistics/611707/online-video-time-spent/) Especially food topics make up a big share of online content and every food brand has to consider if the medium video should be a part of their advertising strategy. However, to be able to use video advertising to its full potential, marketers have to fully understand how to use this tool effectively. First of all, why is food content and ..read more

Most food brands in the German market still make above 75% of their turnover in stationary retail or HoReCa, which is why a lot of them underestimate the power of digital marketing for their sales, brand reputation and comparison to competitors. Learn in this article which benefits online marketing can offer food & beverage brands and how German consumers use it in their purchase decisions. Media use in Germany For the past years, the major media channels in Germany (TV, radio, newspaper, magazines) are seeing a decline in usage, whereas online consumption is rising, currently already bei ..read more

In an average German supermarket, the consumer finds about 11.000 products, which can make it really hard to stand out from the crowd with your packaging design - your first point of contact with any new or repeated customer! Therefore, we have put together a list of 6 tips that you should always consider, in order to create a really eye-catching and appealing food packaging design, that can also drive impulse purchase and first trials. A great food packaging helps the consumer remember your product, as many of them often repurchase based on their visual memory (“I know what the front picture ..read more

The food industry is one of Germany´s largest economic areas, and it is a very innovative one. Each year, around 20.000 new food products enter the German market, but only few of them survive. Therefore, there is a lot of movement in this industry, and especially since Corona, many things have been turned upside down. Consumers developed new preferences and understood the need for a change, in order to create a more sustainable production and consumption. We have spend the last weeks researching what is new and increasing, to create for you our top 10 list of the food marketing trends in Germa ..read more

Missing focus on marketing is one of the main reasons why many start-ups fail. But it could be so simple, if only a few important basic rules would be considered. And above all: Strictly followed through! Underestimating marketing is the biggest mistake of start-ups First of all, companies must focus on the core qualities of their product and the benefits it offers to the public. In the US market, there is an expression for this: "Build for Impact". The solutions a product offers and the purpose it serves make up the majority of the brand value. Many founders underestimate this not only in pr ..read more

In general, most consumers expect nothing fundamentally different from advertising than before the Corona pandemic. This was recently found out by a study of MediaAnalyzer in the German market. According to the study, the wishes of German consumers for brand communication have remained largely the same: Advertising should spark interest, be emotional and informative. And it should remain as authentic as possible. At the same time, however, most consumers expect advertising to respond responsibly to the current exceptional situation. "Normality" instead of "Corona all over" More than three qua ..read more

What is the best way to make customers not only remember your food brand, but also really enjoy how you are getting in touch with them? And in addition, buy your products because you actually matter to them? Above all mechanics, tools and channel selection, it is probably how creative your advertising is, and how much people can remember it, because it sticks out of the masses. But being creative, as well as funny, bold or memorable is much easier said than done. As we know the challenges from our everyday agency life, we put together a little list of our top food marketing ads and hope to sha ..read more

The German market is one of the most competitive economies in Europe and the world, yet also a very promising one - both for new and also existing food & beverage brands. In our list of the “top 5 success factors”, we tried to shed some light on how to be long-term successful in the German market, and how to win consumers with targeted communications and more. 1. Make those German taste buds happy! New trends are great, extraordinary experiences give consumers something to talk about and retail often requests a changing portfolio every once in a while to stay “interesting” for shoppers. B ..read more

Video content can help brands and companies to attract their target group in a very emotional way. Video formats have therefore started to be one of the top content priorities for brands in a long time. Especially brands that have a deep connection with their fanbase and a very appealing story to tell can profit from moving pictures, that are not only available as tv commercials nowadays. Facebook now also offers a new way of structuring video content in series and playlists on their platform Facebook Watch. Today we explain what the difference is and how you can use both formats in your conte ..read more

How has your content been lately? Every now and then you should take a step back and evaluate what you are doing. If not, content marketing can quickly become a machinery that’s just producing content for the sake of having content. Are you sharing assets that are helping you to get closer to your business goals? Is your tone of voice communicating your desired brand identity? Are you measuring the right KPIs in order to evaluate if your content is successful? If your answer to everything is yes – perfect! If not, let us help you out a little. 1. Set your goal The base of every content strate ..read more