Hamburg, April 2015: Extensive relaunch for asparagus promotion by Unilever Food Solutions
April once again welcomes the return of the customary asparagus madness all over Germany, Austria, and Switzerland. Over 100,000 tons of the vegetable is consumed annually in Germany alone. That’s reason enough for Unilever Food Solutions – one of the world’s leading providers of culinary solutions – to launch a large-scale promotion for their market-leading Lukull Hollandaise sauce brand in Germany, Austria, Switzerland every year.
TRACK has introduced a major relaunch with this year’s promotion. The motto is Das große Stechen (the big spear), which is also the name of the microsite – the focal point of a large-scale communications offensive that presents the undeniably erotic features of the vegetable in lucid detail.
Promotional activities were communicated in different media (viral video, banners, trade partner communications, homepage, print ads, and mailings) and have little in common with typical B2B advertising. The homepage www.dasgrossestechen.de provides visitors with all they need to know about asparagus: recipes, life hacks, competitions, and even a game app.
The promotion is aimed at chefs in the restaurant trade as well as communal caterers – from master chefs in large kitchens to your favourite little restaurant around the corner.