Strategy & Action Mechanics
Anniversary, purchase incentive, and personalization combined into a simple and easy-to-understand activation mechanism.
Spreewaldhof · ALL THE BEST FOR YOUR BIRTHDAY!
Gurki makes all the difference at the point of sale.
A point-of-sale activation that combines an anniversary, purchase incentives, and personalization centered around Gurki in one simple mechanic.
Background
80 years—and a clear mission: to do more than just celebrate.
To mark the anniversary, the goal was to create a campaign that would not only attract attention but also provide a tangible incentive to purchase and drive sales. At the same time, Spreewaldhof needed to stand out clearly from the competition.
Gurki was intended to be more than just the face of the campaign: the brand character was meant to add emotional appeal to the initiative and strengthen the connection between the brand and its customers.
MARKENFIGUR Ein knackiger Typ: Gurki gibt der Aktion ihren unverwechselbaren Charakter. Als Markenfigur verbindet er Herkunft, Humor und Persönlichkeit – und macht aus einem klassischen Aktionsartikel einen Benefit, der eindeutig zu Spreewaldhof gehört.
AKTIONSMECHANIK Die Mechanik ist bewusst einfach: drei Gläser Spreewaldhof-Gurken in einem Einkauf kaufen, Kassenbon hochladen und den Wunschnamen für das Handtuch angeben. Das Eckwinkelplakat am Display bringt die Aktion direkt an den Kaufpunkt. Über den QR-Code führt der Weg auf die eigens entwickelte Landingpage – von Jubiläum und Gurki über die Aktionsprodukte bis zu Teilnahme, Bon-Upload und Personalisierung
ACTIVATION THAT GOES BEYOND THE POS
A classic purchase incentive becomes a brand experience with personal added value: anyone who buys three jars of Spreewaldhof products can get a high-quality Gurki towel personalized with the name of their choice. This benefit rewards the purchase and takes Gurki and Spreewaldhof far beyond the point of sale.
Services
Campaign Design & POS
Development of the anniversary-themed world centered around Gurki and the personalized towel, as well as its adaptation for display communication.
Landing Page & Participation Process
Concept development, design, and implementation of the promotional website, including receipt upload, data collection, and entry of the desired personalized name.
Paid Social Test
Self-initiated paid social test to digitally extend the point-of-sale campaign and explore additional reach beyond retail.
Impressions
Result
Multiple purchases instead of a discount
The buy-3 mechanic creates a clear sales incentive and increases basket size—without a discount. Brand character work together.
Personalization builds brand loyalty
The Gurki towel personalized with a name turns the reward into a highly relevant, personal brand moment.
From the POS straight to participation
A QR code, landing page, and receipt upload seamlessly guide customers from the shelf to the promotion and extend their engagement with the brand.
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Your project
Let's bring your brand to the shelf.
Tell us about your brand and your task at the POS, we'll show you how a concept becomes visible activation.