Case Study / Food & Beverages
Weihenstephan
True enjoyment
Client
Staatliche Molkerei Weihenstephan GmbH & Co. KG based in Freising near Munich offers an extensive range of premium-quality milk products. The dairy was founded by monks in 1021. Around 215 million kg of milk are processed every year. The dairy's milk comes from selected farms in the Alps and Alp foreland.
Goal
The Bavarian and authentic profile of the Weihenstephan brand and its connection with the region from which the dairy obtains its milk are to be more strongly emphasised. "Real indulgence" is to be established as the brand core. Its monastic and regional origins and values such as quality, care, naturalness and tradition are the themes most pertinent to the brand.
Strategy
Development of the "Wandern mit Weihenstephan” (Rambling with Weihenstephan) campaign. Creation of a "Weihenstephan Wanderführer" (Weihenstephan Rambling Guide) describing two routes in the foothills of the Bavarian Alps and providing tips for healthy eating on your walking tour. Strong connection between the company and the Alps and Alpine foothill region where the milk comes from.
Staatliche Molkerei Weihenstephan GmbH & Co. KG based in Freising near Munich offers an extensive range of premium-quality milk products. The dairy was founded by monks in 1021. Around 215 million kg of milk are processed every year. The dairy's milk comes from selected farms in the Alps and Alp foreland.
Goal
The Bavarian and authentic profile of the Weihenstephan brand and its connection with the region from which the dairy obtains its milk are to be more strongly emphasised. "Real indulgence" is to be established as the brand core. Its monastic and regional origins and values such as quality, care, naturalness and tradition are the themes most pertinent to the brand.
Strategy
Development of the "Wandern mit Weihenstephan” (Rambling with Weihenstephan) campaign. Creation of a "Weihenstephan Wanderführer" (Weihenstephan Rambling Guide) describing two routes in the foothills of the Bavarian Alps and providing tips for healthy eating on your walking tour. Strong connection between the company and the Alps and Alpine foothill region where the milk comes from.
Implementation
- Launch the "Weihenstephan Wanderführer"
and produce the first German walking route podcast – spoken by the famous Bavarian actor Elmar Wepper. Issue a press release including a copy of the rambling guide and the podcast on CD-Rom. - Market the rambling guide through tourist information offices, hotels and restaurants in the area of the route and through the dairy's own factory sales outlet.
- Option of downloading the rambling guide and podcast from the company's website.
- Sponsoring, competitions and cooperations with regional radio and print media, including the "Weihenstephan Weißer Winterwandertag" (Weihenstephan White Winter Rambling Day) with Münchner Merkur and Elmar Wepper.
- Generation of publicity on local and regional radio and in local and regional print media. Participation of more than 500 persons in the competition on "Weihenstephan Weißer Winterwandertag". Widespread distribution of the 7,000 copies of the rambling guide through 9 tourist information centres, 13 hotels and restaurants, the factory sales outlet and the company website. Increase in visits to the website through the inclusion of the podcast and rambling guide.
- Perception of the Weihenstephan dairy as a company closely linked to the region and its people.
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