Monsters Of Content Marketing
Kühne: humbly classic in the food-porn market
This is what our 17th podcast episode "Monsters of Content Marketing" is about
Everyone knows Carl Kühne, everyone has him. Okay: almost everyone. Around 60 percent of Germans have a product of the food classic from Hamburg in their households. Among food brands, the cucumber and sauerkraut specialist is ranked 7th in terms of brand awareness. Why? The reason is simple for boss Alexander Kühnen (note the "n" at the end).
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For 300 years we have managed to bring good products to the market.
Founded in Berlin in a time far before the Napoleonic Wars, the company has been in existence since 1722 (!). This makes Kühne one of the oldest brands at all. "This is a huge asset," says the current managing director in the new edition of "Monsters of Content Marketing". But how do you transfer this heritage in a contemporary way to the year 2020? Among other things with new products such as vegetable snacks or crunchy peas. But also with content marketing. "Creating more relevance for people between the ages of 25 and 45," is how Kühnen, a marketer by nature, sums up the goal.
„No one goes on the internet today and searches for Kühne. People are looking for recipes and inspiration.“
So what is sublimated today under "food porn". By an appropriate staging for "Appetite Appeal" provide instead of simply depicting a pickle jar as in the past, the bold claim. The competitive environment in the food market is "the hammer". To assert oneself is not easy, says Kühnen. Especially since Kühne is not a brand "that is first on the red carpet in a flurry of flashbulbs".
In order to create WOW moments nevertheless, Kühne uses the social web with proven methods: recipe challenges, influencer cooperations. One has "almost a private relationship" with food bloggers like Mr. Nicefood. However, according to Kühnen, the business itself is also quite "hip". Sauerkraut and pickles grow by two to three percent every year. "It's a huge surprise for me at first," says the boss, who has been with Kühne since 2019 and was previously the Swiss head of Unilever.
Alexander Kühnen explains in our podcast what the traditional Hamburg brand is doing at HSV, which is (almost) just as traditional, what the relationship is with its namesake, who is committed to the club, and how "German Tradition" is perceived abroad.
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Our podcast Monsters of Content Marketing is available on Spotify, Apple Podcasts, Soundcloud and YouTube. Please note, that the podcast is in German.
