A purity order for chocolate bars

creative agency: Stefan Schmidt (Executive Creative Director, Kastner Frankfurt) Till Wagner (Managing Director & Head of Strategy, Kastner Frankfurt) Carsten Bug (Creative Director, Kastner Frankfurt) David Emmer (Creative Director, Kastner Frankfurt) Philipp Janz (Senior Text, Kastner Frankfurt) Katja Heinbuch (Account Director, Kastner Frankfurt) Lara Aktaran (Junior Account Manager, Kastner Frankfurt) Sebastian Weil (Production, Kastner Frankfurt) client: Christian Fenner (Co-Founder, Sales & Marketing, the nu company) Julius Henkys (Director Product Marketing, the nu company) Kristin Hansen (Project Manager Marketing, the nu company) Tammy Nisar (Social Media Manager, the nu company) film production: Niklas Soeder (Film Production) media agency: Leo van Gemmern (Director Marketing Strategy, Hearts & Science Germany) PR agency: Christina Viebranz-Deisner (Founder & CEO, ease PR)

CHALLENGE: The confectionery market is full of climate-damaging, unhealthy and unethical chocolate bars. This is where the nu company wants to make a difference. With “nucao“ the German start-up offers the first bar that does literally everything right: less sugar, no single-use plastic, no child labour, climate neutral production and vegan ingredients. But how to take on Goliaths like Nestlé if you’re hardly a David? IDEA: A product as consequent and forward-looking as nucao is not just a challenger. It´s a game-changer. While the ecological and social conscious of consumers keeps growing, food industry is at a stand-still. It was about time for someone to take the lead and set a new industry standard. With ”New rules. New bars.” nucao claimed its rightful position as the benchmark of the chocolate industry. SOLUTION: In a country-wide campaign the nu company challenged their competitors by demanding a purity order for chocolate bars (referring to the German Reinheitsgebot, the famous purity order that exists for beer since 1516). Its 6 rules were inspired by nucao and presented on out of home posters in 37 cities as well as in social media. To underline the seriousness of their claim, the nu company personally invited the biggest competitors to the world’s first chocolate bar summit at the end of the campaign. With success: 
 _ 60 press articles _ + 25 % awareness _ + 83 % consideration _ 4 manufacturers participating in summit _ intended collabo for new product.