Orchard meadows are much more than just idyllic orchards – they are living cultural landscapes, retreats for rare animal and plant species and veritable treasure troves of historical fruit varieties. However, this unique cultural landscape is under increasing pressure. Without continuous care and conscious use, many of these valuable areas are in danger of disappearing. This is precisely where our 360° campaign on behalf of the Ministry of Food, Rural Areas and Consumer Protection comes in.
The aim is to make the general public aware of the ecological, cultural and taste significance of orchard fruit. Consumers are to be motivated to specifically choose orchard fruit products – especially regional juices. At the same time, retailers and potential new players are invited to become part of the movement for the protection and sustainable use of this landscape. The MBW Streuobst campaign creates a communicative foundation for this that is both emotionally and informatively convincing.
The core of our work was the development of a coherent visual identity: clear colors, natural imagery and a consistent design that makes the ministry recognizable as a trustworthy sender. At the point of sale, we rely on an effective package of measures with box inserts, shelf jammers, PoS steles including dispensers and an attractively designed flyer that both informs and inspires.
The B2B area is also a central component of the MBW orchard campaign. Retailers, restaurants, producers and tenants are sensitized to the topic and recruited as ambassadors for the diversity of orchards through a targeted approach. In this way, a network of committed stakeholders is growing, who together contribute to the preservation of these valuable habitats.
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Our client: MBW – Gemeinschaftmarketing Baden-Württemberg
All projects for our client MBW