Alnatura is celebrating its 40th anniversary and we accompanied our client, with whom we have been working for almost 30 years, in this special year with a comprehensive anniversary campaign. Alnatura can look back on an exciting development: as an organic pioneer, the company started out with the idea of offering high-quality and delicious organic products at fair prices while authentically anchoring and communicating sustainable values. Today, Alnatura is one of the most popular food brands in Germany and is still a pioneer in many areas.
Communicating values therefore played a central role in the conception of the anniversary campaign. Our approach combines the values of the company with the special quality of the products – and how these manifest themselves in the sensory experience of the consumer. The company claim “Meaningful for people and the planet” was interpreted literally and our senses such as sight, touch, smell and taste were integrated into the communication to enable a holistic experience of the brand.
The result was an emotional key visual with the message “Here I can taste what I value”, allowing consumers to experience the special quality of Alnatura in a sensual and holistic way. The organic company celebrated together with its customers throughout Germany with a roadshow – accompanied by our diverse event communication. The anniversary was also brought to life in the stores with store birthdays. For the various measures, we realized a people shoot in our in-house photo studio Viscom Fotografie.