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Sales and tasting promotions

The Company

The family-run business of Carl Kühne KG, with its Head Office in Hamburg, was founded almost 300 years ago. Thanks to its dedication to continued innovation it offers top quality fresh spicy products such as vinegar, gherkins and cabbage.

Challenge

The awareness of Carl Kühne KG’s varied product range was to be supported with below-the-line activities. Customers were to experience the excellent taste and buy Kühne products out of conviction and based on the company’s long tradition. Initial contacts and tasting sessions were to trigger impulse purchases in potential customers.

Strategy

Special product trained promotion staff was employed to promote sales, generate new customers and offer consumers advice.

To boost sales give-aways and incentives were available and handed out to potential customers if they bought three products.

Agency Services

• Strategic consulting
• Concepts
• Staff recruitment and training
• Promotion implementation
• Process and budget control
• Evaluation of activity results

Results

• The different measures reached an average of about 150 consumers.
• Around 40% of customers actually bought product following tasting and advice.

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