Quarki is a Berlin family business with Eastern European roots and a manufacturer of dairy products. The company was founded by Igor Volynets and is now run together with his son Andrej Volynec. Since 2004, Quarki has been selling traditional Russian dairy products and the eponymous quark bar in Germany. The aim was and is to make Russian cuisine popular in Germany and to make its subtleties accessible to a broad public.
Client
Quarki fresh food GmbH
Location
Berlin, Germany
Industry
Food
Target audience
B2B, B2C
Services
- Content strategy
- Branding & positioning
- Media planning
- Public relations (PR)
- Copywriting
Geographic scope
National
Period
Apr 2019 – ongoing
Overview
Challenge
The aim of the PR strategy was to address end consumers on the one hand and decision-makers in retail on the other. For each product launch, it was therefore always important to find a good communications mix for B2C and B2B media.
Solution
To this end, we relied on a mix of press releases, editorial visits, journalist sampling, interviews and blogger activities.
Impact
- Publications in all major German food and lifestyle magazines (Lecker, Brigitte, Eat Smarter, Eat Healthy, Women’s Health and many more)
- Increased brand visibility
- Presentation of the new products in the relevant trade media (Lebensmittelpraxis, Markant Magazin, Zeitschrift für den Lebensmittelhandel, etc.)
- As a result, advantages in negotiations with retail