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"Go on a supermarket safari and find the delicious koala biscuits!"

PARTICIBRAND and marktguru implement cross-media campaign for Kuchenmeister

Premiere of the Koala biscuits on Addressable TV and in the marktguru smart shopping app

Munich, March 9, 2023. Together with the shopper marketing specialist marktguru, the Munich agency PARTICIBRAND has won the baked goods manufacturer Kuchenmeister for a cross-media campaign. For the first time, the company is relying on both advertising on the TV screen and an advertising presence in an advantage offers app to increase brand awareness of its confectionery product Koala biscuits among sweet tooth fans and families with children.

At the centre of the campaign, which lasts several weeks, is a sweepstake campaign that Kuchenmeister launched together with the sporting goods manufacturer HUDORA. More than 30 prizes will be raffled off in the one million promotional packs of Koala biscuits that will be available throughout Germany from March to May - from outdoor trampolines to scooters and nest swings to gift baskets.

The campaign will be promoted from 10 March with an addressable TV flight on SAT.1 in the context of the programme "The Voice Kids" starting on the same day as well as an in-app campaign in the marktguru smart shopping app. The creators of the campaign rely on a sophisticated campaign mechanism to address and activate the target group across all media: The attention-grabbing SwitchIn XXL addressable TV product from Seven.One Media is used on the big screen of smart TVs and is precisely targeted at the target group. The exclusive, large-scale advertising placement is activated during the switching process and faded in for ten seconds without interrupting the linear programme, which simply remains visible in smaller form during this period. With the SwitchIn XXL, the Koala biscuits benefit from the reach of TV as well as the charisma of "The Voice Kids" and the positive image transfer even without their own moving image spot. Parallel to this, the target group is activated in the marktguru app in a variety of ways: Already on the home screen, users will find a prominent teaser ad with a direct link to the competition. A digital flyer, which is listed on the homepage in the top brochures, offers Kuchenmeister the opportunity to increase the engagement of consumers with branded editorial content - information about the product and recipes with koala biscuits. Last but not least, push notifications timed to the ATV flights bring traffic to the in-app integration and set buying impulses.

Fabian Meiberg, Head of Business Development & Marketing, Kuchenmeister GmbH: "We are pleased that we were able to set up this great campaign for all koala fans with the support of marktguru and Particibrand. The Koala biscuits are a cult snack for many generations from their childhood, and so we can ensure that many more generations will also have fun with the Koala biscuits. So they're in full focus this spring. Not only are they delicious, but in addition to a toy or the coveted collectible figures, they now also offer a great competition for young and old."

Jeannine Stuiber, Co-Managing Director PARTICIBRAND: "In our cross-media campaign, we created an individual recipe for Kuchenmeister together with marktguru, which combines the best ingredients of both sides: the addressable TV reach combined with the additive reach of marktguru. All this garnished with a strong target group fit with the audience of the popular TV show and a targeted push with household leaders."

And Dr. Marc-Etienne Geser, Managing Director of marktguru Germany, explains, "Being able to serve cross-media campaign mechanics with a powerful cross-channel media offering from a single source is marktguru's great asset. Here, we benefit significantly from our exclusive access to Seven.One Entertainment Group's diverse premium moving image media offering and our native integration into their marketer Seven.One Media's comprehensive advertising portfolio. We are delighted that Kuchenmeister, together with our partner PARTICIBRAND, is exploiting the associated opportunities for customer communication with a smart campaign setup, thus opening up new target group reach for the Koala Biscuits."


PARTICIBRAND is an agency specialising in product placement and branded content, founded by Jeannine-Denise Stuiber and Kerstin Bensch. The company brings brand owners together with broadcasters, streaming services and producers to create media experiences with product placement and branded entertainment that touch, spread and sell. The agency's core business includes individual consulting, cross-media conception, planning, management and implementation of product placement or branded content projects. In short: PARTICIBRAND stages brands in shows, series, films, clips & Co or creates customer-specific formats, with an affinity to the target group, high reach and effective results.

About marktguru

marktguru is the specialist for high-performance shopper marketing solutions and operator of the multi-award-winning smart shopping app of the same name, which is one of the most-used consumer services on the German-language Internet.

As a key market shaper in the digitalisation of shopper marketing and an innovative 360-degree solution partner in PoS marketing, marktguru gives manufacturers and retailers access to one of the widest-reaching and most attractive shopper communities in Germany and provides its customers with versatile campaign mechanisms ranging from purchase incentivisation, cross-selling and upselling to company-specific promotions for customer loyalty.

The majority-owned subsidiary of ProSiebenSat.1 Media SE has an exclusive multiscreen media offer (digital: online, mobile and app, TV: classic TV and addressable TV), with which up to 60 million consumers can be reached monthly via its own platform in combination with the high-reach TV and digital offers of the Seven.One Entertainment Group. A variety of advertising formats and forms can be booked for the classic and programmatic media campaigns, ranging from digital brochures and cashback to display and video advertising, co-branded (addressable) TV spots and customer-specific custom clearing solutions ("Cashform") and many more. These are optimally targeted by marktguru on the basis of extensive and high-quality insights into the buying behaviour of millions of consumers according to a wide range of data-based criteria. With this portfolio, marktguru enables a powerful holistic approach and activation of consumer groups who are eager to buy in large ranges with effective contact control logics from one platform. The marktguru portfolio is rounded off by innovative data products that enable retailers and manufacturers to optimise their price and product range strategies in a way that has an impact on results, based on high-quality consumer and retail insights (millions of till receipts, several tens of thousands of brochure offers). marktguru's clientele includes leading brands from sectors such as FMCG as well as top retailers from the food, consumer electronics and home & garden sectors.

marktguru is closely integrated into the marketing activities of Seven.One Media GmbH and also benefits from the growth impulses and investment management in the Commerce & Ventures segment of the ProSiebenSat.1 Group.



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9 March 2023

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