To build a modern, bold brand from the Stühmer brand, which is associated with Christmas sweets, one that, whilst honouring tradition, also presents an inspiring and innovative vision for the future.
The campaign took place against a backdrop of exceptionally intense media competition: the Hungarian astronaut’s mission was, in itself, an event of national significance. Our task was to ensure that, within this context, Stühmer’s key messages were prominently featured, and that the brand did not merely associate itself with the story, but became an integral and memorable part of it. To achieve this, all communication materials had to be designed to have news value in their own right, whilst naturally and authentically linking to the brand.
The campaign’s storytelling was built on several mutually reinforcing threads: the innovative space chocolate, the 150-year-old heritage of Stühmer and the modern Maklár factory. We created a complex, national communication campaign from the historical moment, which continuously maintained interest with relevant content from a new and new media perspective.
Main elements of the campaign
Big Bang press release:
At the opening event of the campaign, we presented the space chocolate and the cooperation related to the space mission with the participation of Bertalan Farkas, the first Hungarian astronaut, and host Zoltán Szujó. The speciality of the event was further enhanced by Tibor Kapu’s video message. Video of the event: https://www.facebook.com/reel/1208076080708013
Creative press release
Following the launch, we sent a space chocolate package to the top 40 media outlets that evoked the experience of space travel and conveyed the campaign message in a tangible, memorable way.
Exclusive video from space
One of the highlights of the campaign was the historic moment when Tibor Kapu unwrapped and tasted Stühmer space chocolate on board the ISS.
Video from space: https://www.facebook.com/watch/?v=1332965075053670
VIP factory visit in Maklár
With the participation of the two Hungarian research astronauts, we organized a factory visit to Stühmer’s ultra-modern Maklár plant for journalists from the largest Hungarian media outlets for the first time.
The campaign achieved more than 300 national press appearances and over 1 billion impressions, based exclusively on earned media results. The story of Stühmer’s space chocolate received attention not only in Hungary, but also internationally. The campaign significantly contributed to increasing brand awareness, especially among the younger target group.
It also achieved a significant employer branding effect: the number of applications received for Stühmer’s job advertisements increased by more than 40%, and employees were proud to identify with the fact that they work for a company that can make history.
300 national
press mentions
Reach: 1 billion
