{"id":14719,"date":"2023-12-15T16:42:11","date_gmt":"2023-12-15T15:42:11","guid":{"rendered":"https:\/\/mmmake.com\/?post_type=reference&p=14719"},"modified":"2024-03-08T14:59:22","modified_gmt":"2024-03-08T13:59:22","slug":"creator-chef-challenges-bad-reichenhaller","status":"publish","type":"reference","link":"https:\/\/mmmake.com\/en\/references\/creator-chef-challenges-bad-reichenhaller\/","title":{"rendered":"Bad Reichenhaller"},"content":{"rendered":"\n\n
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Social Media Marketing<\/div>

S\u00fcdwestdeutsche Salzwerke AG
\nBad Reichenhaller<\/h2>\n <\/div>\n <\/div>\n \n <\/section>\n\n\n\n
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Agency<\/a>Online-Marketing<\/a><\/div>\n

“Salty & Friends” – the creator cooking challenges<\/h1>\n
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“<\/span><\/span>Salty<\/span><\/span> & Friends – 70 years full of kitchen stories”: Under this claim we celebrated <\/span><\/span> Bad Reichenhaller celebrates its big brand anniversary. While others celebrate their seventieth <\/span><\/span>
\n on firecrackers, confetti rain and a wet handshake, Bad <\/span>
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\n Reichenhaller preferred to use this occasion to <\/span>
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\n social<\/span>
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\n media to really let off steam <\/span>
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\n on social media.<\/span>
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Bad Reichenhaller is a brand of S\u00fcdwestdeutsche Salzwerke <\/span>Salzwerke AG and stands for high-quality salt from the <\/span> Depths of the Alps. Obtained from pure alpine brine, <\/span>it guarantees the highest quality in seasoning, cooking and <\/span>Baking. Hundreds of years ago, the “white <\/span>Gold” from the Alps makes its place of origin famous <\/span>made. Today, Bad Reichenhaller is the best known <\/span><\/span>brand in the German table salt segment.<\/span><\/span>\u200b<\/span><\/span><\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n

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Unblock content<\/a> Accept required service and unblock content<\/a> <\/div> <\/div> <\/div><\/div>\n<\/div><\/figure>\n\n
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Challenge<\/div>\n

Declining brand loyalty & corona<\/h2>\n

The Bad Reichenhaller brand has long been established. But newer generations of <\/span>Consumers<\/span> don’t have the same level of brand loyalty and may <\/span> lookfor cheaper options – unless they are given the opportunity to<\/span> interact<\/span>with the brand .<\/p>\n

Under the original campaign name “<\/span>Salty<\/span> on Tour”, everything was <\/span>prepared <\/span> for a roadshow lasting several weeks with a <\/span> Sprinter <\/span>lovingly converted by Bullifaktur<\/span> – which wasof course<\/span>called “Salty<\/span>” .<\/p>\n

The launch and the associated press event should take place as planned with many visitors. <\/span>in the brand home Bad Reichenhall. Like so many other plans in the <\/span>In early summer 2020, this fell through for the time being due to coronavirus. After a series of <\/span>delays, it became necessary to revise the campaign in order to achieve our goals. <\/span>reach. The indoor version of the campaign – “<\/span>Salty<\/span> & Friends” – brought to life <\/span>and implemented accordingly.<\/span><\/p>\n<\/div>\n <\/div>\n

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Approach<\/div>\n

Merging of brand & communities<\/h2>\n

The main players in the “Salty & Friends” campaign were creators who were to reach the Bad Reichenhaller community as well as their own through exciting cooking challenges. They are in constant contact with their communities. The aim of the campaign was to let the community get up close to the action, which was a challenge during the pandemic. To this end, the creators used their Instagram channels to call on people to take part in the respective cooking challenges under individual themes. <\/p>\n

Two candidates were selected to cook against each other on site. At the same time, they were able to spend time with their favorite creators. The rest of the community was able to follow the cooking challenges via Instagram live streams. In this way
\n we used the reach of the <\/span>
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\n creators<\/span>
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\n effectively and created additional content <\/span>
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\n that appeals to younger target groups in particular.<\/span>
\n<\/span>In<\/span> the end, we brought the brand, creators and their communities together for a lively event – at a time when this was not so easy.<\/p>\n<\/div>\n <\/div>\n \n <\/div>\n <\/div>\n\n <\/section>\n\n\n\n

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Benefits<\/h2>
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Image gain<\/h3>\n
The concept provided the perfect framework to create emotional closeness to the brand.<\/div>\n <\/div>\n \n \n
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Reach<\/h3>\n
For the event, we collaborated with well-known creators to significantly increase the visibility of communication and content. <\/div>\n <\/div>\n \n \n
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New target groups<\/h3>\n
The interesting and digital format and the participation of social media creators enabled the brand to reach a younger audience.<\/div>\n <\/div>\n \n <\/div>\n\n\n
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Service areas<\/div>\n

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