Knack & Back My Pizzeria – POS activation for the launch of fresh pizza dough.

Crisp & Bake · POS Activation & Special Placement

Freshly rolled out.

Launch of Knack & Back “Meine Pizzeria” with store checks, modular point-of-sale activation, recipe inspiration, and digital extensions including cashback, a store locator, and online purchasing.

Background

Just because it's new on the shelf doesn't mean it'll end up in the cart.

With “Meine Pizzeria,” Knack & Back is bringing fresh pizza dough ready for your own toppings to the refrigerated aisle. So the product launch needed to do more than simply say “New”: it had to stand out, make the product instantly easy to understand, inspire people to try it, and show the wide variety of toppings they could use.

Before we started designing, we analyzed the retail environment. Store checks at EDEKA, REWE, and Kaufland revealed a variety of refrigerated display units, shelf rails, and placement options. Based on these findings, we developed a modular POS system that allowed the field team to deploy the right tools for each store.

Look first. Then stick.

Instead of a standard solution, we developed a flexible POS kit comprising adhesive films, wobblers, shelf displays, a recipe pad and an ‘Ellipse’ – suitable for a variety of refrigerated and shelving set-ups. The landing page extended the launch into the digital sphere with the question ‘And what will you put on it?’, a 1-euro cashback offer, receipt upload, recipe ideas, a store locator and online shopping.

Services

Store Audit & Strategy

EDEKA, REWE and Kaufland were analyzed, and the requirements for the point-of-sale launch were derived from actual refrigeration and shelf conditions.

POS Concept & Design

A modular system of adhesive films, wobblers, shelf strips, recipe materials, and ellipses, designed to adapt flexibly to different markets.

Landing Page & Shopper Activation

The product launch continued digitally—with €1 cashback, receipt upload, recipe inspiration, a store locator, and direct links to purchase online.

Sales & Key Account Management

Developed and produced a dedicated launch package for sales and key account management, comprising a sales folder, branded pizza box, and cooler bag. The package supported discussions with retailers and brought the product and point-of-sale concept to life.

Impressions

Ellipse and the ‘Knack & Back’ recipe booklet

Result

Im Markt gecheckt. Für den Markt gemacht.

Store checks make actual retail conditions the starting point for the POS solution.

Not the same everywhere. Knack & Back everywhere.

The modular POS kit creates a consistent brand presence—despite varying refrigerated display units and shelving configurations.

From the shelf to the pizza.

POS, recipes, cashback, the store locator, and online purchasing work together seamlessly, extending the launch beyond the initial point of contact in the refrigerated aisle.