Bärchen Schnitzel, Bärchen Nuggets, Bärchen Sausages: Starting now, three new products are available in the successful children’s sausage brand’s range — and they’re totally meat-free. With this move, Westphalian private butchery, Reinert, has taken a decisive, strategic step to conquer the vegetarian product market. The market launch is reinforced by the biggest advertising campaign in the company’s history. Strategy and creation were both provided by the creative agency PLANTAGE Berlin. And as a testimonial, Reinert was able to enlist an actor and father as beloved as the brand itself: Matthias Schweighöfer.
In the new TV spot, that as of today can be seen on all wide-reaching networks, Schweighöfer plays a double role. As the film father of Paul, at the cold goods section, he encounters the classic anti-authoritarian upbringing in the form of Finn-Ole, who drives his kiddie-trolley stubbornly against Schweighöfer’s shin. But father and son stay cool. Matthias spontaneously gives his son the freedom to choose any product from the Bärchen range, and in doing so, dumbfounds Finn-Ole’s mother — also played by Schweighöfer.
“The concept of ‘anti-authoritarian food’ developed by PLANTAGE Berlin, is exactly right, as the new Bärchen products allow anyone to choose between the meat classics and the meat-free newcomers. Matthias Schweighöfer, as Germany’s endearing father figure, is perfectly cast to ensure that soon the whole of Germany will know the three new Bärchen products. We’re very excited about the campaign and thank Matthias and the PLANTAGE team for collaborating with us,” says Hans-Ewald Reinert, Managing Associate of the H. & E. Reinert Westphalian Private Butchery.
“In his double role, Matthias Schweighöfer represents all mothers and fathers that know the daily struggle in the supermarket arena. Our campaign shows how Bärchen, with its freedom of choice, can resolve the refrigerator aisle conflicts that come down to tasty alternatives that win over children,” says Lennart Witting, PLANTAGE Berlin’s Managing Director of Creation.
The campaign includes TV spots, advertisements and posters. For online and social media measures, PLANTAGE Berlin created assorted banners and a spot. The team also created a B2B campaign as well as the packaging design for the new product line.
The Bärchen brand is the strongest children’s sausage brand in the consumer market¹ and, according to an Emnid survey, has the highest consumer trust² within this segment. The classic Bärchen products are available in 16 countries. The three new products will initially only be available in Germany but there is an international roll-out planned.
¹ IRI; VM < = 800 qm, Umsatz, 2015
² TNS Infratest, gestützte Markenbekanntheit, Befragungszeitraum 19.6.-29.6.2015