- Agency for brand experiences stages the coffee brand Melitta® as official coffee partner of the tourism agency Lübecker Bucht
Due to the Corona pandemic, most Germans will spend their summer vacations in 2020 in their own country. So what could be more obvious than a brand cooperation with one of the most popular German seaside regions? Melitta is taking the opportunity to meet a large number of people from all over Germany live and with a full joy of life again in this special year.
With the support of EAST END, the agency for brand experiences, Melitta presents itself as the official coffee partner of the Lübeck Bucht (TALB) tourism agency. Under the campaign umbrella #FreudeFürZwischendurch, the coffee brand will be represented both live at various vacation destinations in the region and in the media via the communication channels of the Lübecker Bucht in the 2020 summer season.
On around 60 days, the Melitta CoffeeBar and the Melitta CoffeeExpress, a converted VW T2 Bulli, will provide guests in Scharbeutz, Grömitz, Heiligenhafen, Sierksdorf and on Fehmarn with a special experience of enjoyment with a variety of coffee specialties. CoffeeRunners for mobile coffee sales are also in use on promenades and some stretches of beach to provide #FreudeFürZwischendurch during your summer vacation with delicious coffee moments right on your own doorstep.
EAST END is responsible for the concept development, the cooperation with the tourism agency Lübecker Bucht including the medial extension by the TALB as well as the entire realization in the vacation areas on site. Furthermore the campaign was accompanied by a local OOH campaign and various digital activations.
By the close co-operation with the tourism agency Lübecker Bucht the brand experience could reach far over 200,000 people live locally during this extraordinary time. In addition, there are about 650,000 regional media contacts as well as about 25,000 Melitta Welcome Packages, which were distributed in vacation apartments and at camping sites.
Oliver Golz, founder and managing director of EAST END: “After it was clear that the festival season would be cancelled for Melitta this year, but vacations in our own country would be possible, we created a REAL alternative in a few weeks through the coffee partnership with the Lübecker Bucht”.
“Melitta has been relying on brand live-experiences for several years now. The conditions for this are conceivably bad this year. Therefore we are proud of the fact that Melitta is one of few brands this summer, which could convert experiences in these special times live,” so Ebba Grebe, CMO/member of the management, Melitta Europe GmbH & Co. KG – Coffee Division.
“With this pilot project, we want to show that vacation destinations – especially the Lübecker Bucht with its different target groups – can represent a new exciting platform for brands. Despite the great challenges posed by constantly new corona regulations, we have succeeded in doing so very well,” says André Rosinski, CEO of TALB.
About Melitta
Melitta is an internationally active group of companies and is one of the well-known independent family businesses, not only in Germany. Its main activities are the development, production and distribution of branded products for coffee enjoyment, for the storage and preparation of food and for cleanliness in the household.
The Melitta® coffee brand has its finger on the pulse of coffee enjoyment in more than 60 countries. Melitta® revolutionized the preparation of the popular hot beverage in 1908 with the invention of coffee filtration with paper and the first finely ground and vacuum-packed coffee in 1962. The Coffee Division of Melitta Europa GmbH & Co. KG is one of the top-selling divisions within the Melitta Group. Melitta® is one of the leading brands in the German coffee market. The Melitta® assortment has the right coffee treat for every taste: from filter coffee to instant cappuccino and whole beans for fully automatic coffee machines to pad assortments for preparing individual cups. Further information is available at www.melitta.de
