We had the pleasure of attending the Digital Media Awards 2022. And we didn’t leave empty-handed! Our Hein Campaigns for Bourazas Food Services have won a Bronze Award in the category “Creative Use of Cross Media”. A project we value deeply and an award that fills us with even more inspiration and excitement to keep aiming high.
Hein is a German brand of premium cured meats, imported in Greece by Bourazas Food Services. Our team took on the task of drafting a strategy with a goal to boost the brand’s awareness in the Greek market, as well as the increase in B2B collaborations.
A challenging task that the MDesigners team was happy to take on!
What we did
In order to achieve our goals, we created a Cross Channel strategy that included Facebook, Instagram, Youtube, Mailchimp and Google.
Our very first challenge was the Greek consumer’s inability to pronounce correctly or even remember Hein’s name. Instead, names such as “Heen”, “Hane” or even “Heinz” were being used on the regular.
Even though the Hein cold meat products had been in the market for years, they weren’t recognisable by the consumers. People would simply ask for premium Turkey filets, for example. We had to make them familiar with the brand name, so they look for Turkey filets by Hein, specifically.
By referring to the brand of Hein using Greek characters, in order to be understood and pronounced correctly by the Greek audience.
“Vres ta Hein”
First action, awareness and positioning. “Vres ta Hein” (meaning “Find the Hein products”) was our first campaign. Our strategy included social media content creation and paid ads. The goal was to make people aware of where they could buy Hein products.
Hein Spots (B2B)
Second action, (along with the awareness strategy).
Hein Spots are no other than business collaborators that sell the Hein products (grocery stores, delicatessens, food & drink spots etc.). Essentially, we named “Hein Spots” all B2B collaborations, in order for them to become part of the brand and create virality. This virality conveyed the message that Hein Spots were spreading and the network was expanding.
Hein Food Stories
Action third, 6 months after non-stop actions that grew Bourazas Food Services’ social media accounts, we created Hein Food Storie; A Youtube series of 6 episodes in collaboration with Stefanos Priskas, the – now – Hein’s Chef Ambassador. The goal was to showcase the fine quality of Hein products through delicious recipes.
Fourth action, followers and organic reach growth. We conducted two Giveaways, one for the Christmas season (2021) and one for Tsiknopempti (2022). The results were evident; Mailchimp subscribers grew and the organic reach increased significantly.
Fifth action was to start sending monthly Newsletters to the audience gained from the Giveaways, to let them know of new Hein Spots, new products and actions.
The results? 18K Youtube views, 4.1M Facebook post reach, 3.2M Google impressions, 2.5K Mailchimp subscribers, 12 new B2B collaborations and a significant increase in orders.
At MDesigners we believe in open communication between clients and designers, aiming at creating visual experiences that will move and inspire their audience.