Loose cheese dairy: Survey and press event

/ How a PR survey makes protein a hot topic
 

The press event at a glance

Client / Loose cheese dairy with Quäse
Objective / Positioning Quäse as a protein-rich sour milk cheese with many benefits among journalists
Industry / Food & beverage
Target group / Journalists from B2B and B2C media
Use / B2B press relations, B2C press relations, PR placements, PR event, testimonial PR
 

The situation / 

Loose is the market leader in the sour milk cheese segment. Its flagship brand, Quäse, scores highly with its many natural benefits and, above all, its high protein content. This message is not new — it has been communicated many times before! Nevertheless, when it comes to protein, there still seems to be a gap in knowledge among editors and consumers.

The task / 

Development of a PR strategy and PR hook to revitalize the hot topic of “protein” and thereby leverage the benefits of Quäse with renewed power in the media.

zeron's idea / 

zeron developed a three-stage PR concept with a representative PR survey on the Germans' knowledge of protein, a PR event for editors from trade and consumer media at which the results were presented, and a collaboration with health expert and sports scientist Professor Dr. Ingo Froböse, who acted as a testimonial. The results of the survey provided further topics for a series of press releases.

The result / 

Numerous journalists accepted the invitation, and the media eagerly included the survey results in their reporting, covering both the importance of protein and Quäse as a natural source of protein.