Successful brand positioning through a content campaign
Ubena is the food service brand at Fuchs – Europe’s biggest spice manufacturers. To improve B2B promotion towards chefs and buyers at restaurants, canteens and hotels, we set up a campaign which successfully combined both owned and earned media. The result was a three-monthly printed newsletter called ESSENZ with news on Ubena and information about spices. The highlight of each issue is a competition called “A Star for Your Kitchen” where Ubena customers can win a star chef as a partner for their kitchen. So far the campaign has run events at Dr. Oetker’s, in a steel mill and even at the North Rhine-Westphalian Ministry of Finance in Düsseldorf.
The campaign was so well received by the target group that the title has now been made an official tagline by Ubena. What’s more, it has produced valuable media contacts, as trade media in the food industry are now regularly reporting on the Ubena Star Chef campaign.
Client: Fuchs Gewürze, Ubena