What an inspiring story! After the final applause, that’s the feeling that prevailed among the marketing professionals in the room. A story about growth, brand perception, and awareness. But also about the power of repetition. Nicole Freid, Director of Marketing & Innovation at HAK, took us through the story of HAK’s beans on the 2nd Monday night in June. A marketing case rewarded with a silver Effie, and a gold Wheel of Retail.
How to make an oppressed category hip again in today’s zeitgeist? It’s an issue that challenges many a marketer at traditional (food) companies. At a time when sustainable, local, and healthy eating are paramount, canning has increasingly been skipped by shoppers. Time to make changes!
And so it happened. “Beans with it!” became a marketing statement not to be missed, led by the very Dutch TV chef Herman den Blijker. As common as it sounds now, it certainly wasn’t. Nicole took us through the choices made, the developments, and the innovations implemented that have brought HAK to where they are today; back in the spotlight of today’s consumer!
After the break, it was time to help write the next chapter for HAK. Participants got into groups to work on the question “what would HAK need to change to maintain its success and momentum?”. A great way to also learn from the other marketers in the room. Nicole gladly accepted the fresh ideas and took them back to Giessen. So the knife again cut on several sides during this last TMN session before the summer break.
For those who missed it, or just want to be stimulated again by HAK’s story, on this page you can see the video which summarizes HAK’s Effie case.
Have a great summer and hope to see you at the next session on Sept. 11 on Influencer Marketing!
by Dennis van Vulpen
