Baden-Württemberg is known as the number one gourmet state and offers an extraordinary variety of regional specialties that are firmly anchored in the state’s tradition and culture. No other federal state has such a wide range of high-quality products that are protected by an EU seal of origin. Whether Black Forest ham, Swabian spaetzle or Allgäu Emmental cheese – the protected specialties stand for authentic enjoyment, tested quality and a close connection to the respective region.
The MBW campaign was launched to raise awareness of the two EU seals – protected geographical indication (PGI) and protected designation of origin (PDO). The aim of the campaign is to sensitize consumers to the importance of these seals and to make them aware that by buying these products, they not only experience real enjoyment, but also support regional producers and sustainable agriculture.
To this end, we developed a comprehensive social media and online campaign that provides appealing information about the origin, quality and special features of the award-winning specialties. Through creative content, appealing imagery and target group-oriented messages, we put the spotlight on the unique products from Baden-Württemberg and raise awareness of their protected origin.
With the MBW campaign, we show that Baden-Württemberg not only stands for outstanding specialties, but also for a living culture of enjoyment that combines tradition and innovation.
The regional specialties campaign focused on Maultaschen, Spätzle, Black Forest ham and wines from Baden and Württemberg. Four Facebook ads with different motifs were placed for these. The accompanying competition on the Facebook page increased the number of fans by 20%.
When users clicked on the ads, they were taken to a newly created landing page. All protected specialties were presented here. Excursion tips, recipes and anecdotes provide visitors with added value.
The image and recipe images used for the campaign were shot in the agency’s own Viscom photo studio.
Further information:
Our client: MBW – Gemeinschaftmarketing Baden-Württemberg
All projects for our client MBW