segmenta communications GmbH

Description

Segmenta developed an eye-catching, multi-year campaign for iglo centered around the Veganuary initiative. The goal was to position iglo prominently in the media as a provider of vegan products and a driving force behind the dietary transition. The focus was on a creative, media-effective execution that provided opportunities for PR, media relations, and communications.

Solution

In 2021, segmenta developed the 360-degree campaign “Yes ve gan!”. The creative design, featuring an eye-catching street art style, ensured high brand recognition and made a clear, confident statement within the Veganuary community. The campaign was primarily rolled out on billboards and subsequently extended across various touchpoints. The approach was complemented by strategy, concept development, creative work, PR and media relations, asset creation, and CxO positioning. The result was not only an attention-grabbing campaign but also a communicative framework that credibly conveyed iglo’s stance to the public

Results

The campaign generated 78 media placements and reached 4.3 million people in the daily, trade, and communications press. As a result, iglo strengthened its visibility within the relevant Veganuary context and successfully positioned itself as a brand that makes a clear contribution to modern, plant-based nutrition. Conclusion: With “Yes ve gan!”, segmenta translated a socially relevant nutrition topic into a concise campaign with measurable media impact