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Brand awareness and sales increased - Veganz draws a successful balance sheet for the campaign

In the first quarter of 2020, the food manufacturer Veganz ran a large-scale TV / media campaign in the D-A-CH region, which was consistently thought through and implemented in terms of content and design, right up to the PoS presentation. Together with Panther Display, Veganz's marketing developed secondary placements that translated the appearance in television advertising, on social media platforms, in videos, at events and in print advertisements into the real environment of the food retail trade. The main goal was to create the best possible recognition effect for Veganz products at the PoS and to convert the interest of the target group aroused through advertising into successful sales. With the help of the display, a presentation corresponding to the campaign was created. This has made it possible to increase Veganz's brand awareness by almost 20 percent and, at the same time, to increase sales over the long term.

 

[Translate to English:] Display setzt die Botschaft der Medienkampagne dreidimensional in Szene – die Präsentation von Veganz-Produkten in der Zweitplatzierung von Panther Display.

Veganz offers a varied, purely vegan range - from confectionery and snacks as well as vegetable proteins to vegan meat, fish and cheese alternatives to pizza. Veganz is the brand for plant-based foods from Berlin and is now one of the market leaders in this segment. The products are now offered in over 15,000 sales outlets.

Veganz's task for Panther Display was to develop a ¼-pallet display that presented a wide range of vegan foods in an attractive and eye-catching manner. This resulted in a secondary placement with a low base and four trays carrying goods. Even the lowest tray level is at an easy-to-reach calibration height. The communication areas on the base, side walls and topper were optimally used for the brand-defining print image and with the core elements used in the media campaign. This gives the display a very good long-distance effect and the desired recognition value.

Trays inserted at an angle and integrated into the overall motif with their printed image meet the requirement of an attractive, stimulating presentation. The different Veganz products are optionally stocked upright or lying down, depending on their properties. The selected ¼ pallet format contributes to a simple logistics process for transporting the assembled displays to the various markets. At the end of the large-scale media campaign, Veganz drew a very positive balance, the goals set were achieved: around 25 million consumers in the D-A-CH region could be addressed.

In order to continue the successful development, Veganz also commissioned the experts from Panther Display with the implementation of a subsequent PoS campaign: A standard display was created, the side walls of which were enlarged to provide more communication space and a good long-distance effect. The stylistic core elements of the print image were retained: green leaves and ferns as a background motif for the brand claim.

The base can be used modularly so that Veganz can optionally insert three or four tray levels. The current configuration of the displays is similar to that of the previous campaign. For the future, the modular standard display takes into account further possible uses with an unchanged construction; the print images can be individually adapted at any time.

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