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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. Thus the knife again cut on several sides during this last TMN session before the summer vacation.
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.
I am energized by human contact. My genuine interest makes candidates feel heard and at ease, leading to open conversations and strong connections. This is how I have built a powerful network of professionals and clients. Thanks to my commercial drive, I enjoy connecting the right people and contribute to WerfSelect’s PastPrecies matches– connections that really make a difference.
Josje has been WerfSelect’s ever sharp and positive advisor since its inception. She has built a tremendous track record within corporates to SMEs, as an independent interim manager and consultant within marketing. The latest developments within e-commerce and digital marketing have her special interest.
Norbert has been providing inspiring knowledge sessions and training for WerfSelect clients for many years. Because he himself was a marketing manager in a previous life, he can empathize with their daily practice. His passion is to help people experience more joy, peace and freedom in their lives.
