Content Marketing

A recipe for awareness – emergency food supplies

In the aim of encouraging city-dwellers to stock up on emergency food supplies, this multi-channel campaign took advantage of the target group’s media consumption habits. Without conjuring up alarming scenarios, the campaign organised by the State Ministry of the Environment and Agriculture in Saxony, Germany, talked about the daily usage of food supplies in an entertaining manner. Four local bloggers – who regularly write about cooking – were invited to take part in a competition. Their recipes, using typical store-cupboard ingredients, were then published in a weekly YouTube series and viewers were invited to vote for them.

Red Dot

Credits

Client:

Sächsisches Staatsministerium für Energie, Klimaschutz, Umwelt und Landwirtschaft, Dresden, Germany
Design:

Genese Werbeagentur GmbH, Magdeburg, Germany
Project Team:

Andreas Georgi (Concept) Sebastian Kahl (Concept) Marc Uhlenhaut (Creative Direction) Carola Sels (Project Management)