From co-creation to posters and supermarkets
The path from our co-creation workshops to advertising or the supermarket counter is rarely as short as it is now with iglo and Rügenwalder Mühle. And even more rarely do we report on such cases. That's because we usually work for our customers in the background - and stay that way.
Co-creation workshops are part of the Bonsai Whether we work with creative consumers, with experts or with representatives of the customer side – or with a combination of the different groups. We have already developed ideas for the agriculture of the future or a pencil for GenZ with this exciting method.
Two co-creation workshops were also something special for us at the moment. Rarely have the results of our workshops been implemented so quickly in an advertising campaign or brought to the supermarket shelf.
iglo: First Aid for Stressed Families
Scribble from the co-creation workshop and its implementation in outdoor advertising
Together with iglo, agency experts and creative consumers, the idea of playing with the iconic shape of the fish finger in the new brand campaign was developed in the co-creation workshop in November. In the workshop, our graphic designer Eva set the first
Scribbles visually – and overnight we were able to survey in a WhatsApp survey how well the motifs were received not only by the creative participants of the workshop, but also by "uninvolved" consumers. Under the leadership of DACH Marketing Director Kirsten Strey, iglo then further developed and implemented the campaign idea in an almost record-breaking time with the Hamburg-based creative agency Black Sheep – and literally put it on the street, i.e. on the poster. The attention-grabbing campaign initially made it big as OOH communication in major German cities on streets, in city centres, at supermarkets and train stations. The brand campaign will be extended digitally, at the POS and with smart PR measures. A special eye-catcher were the mega posters at German train stations, which caused smiles with a wink in the direction of the railway. "Arriving in Frankfurt by train and admiring the result of the workshop in the 'wild' made us a bit proud," says Alexandra von Cukrowicz, Head of Bonsai Rennet.
Innovation of the Rügenwalder Mühle: Vegan adventure prank for the kids
One of the first two children's products in the category: the Vegan Adventure Prank from Rügenwalder Mühle
We are also a bit proud that we were able to contribute with our co-creation workshop for the Rügenwalder Mühle to the first vegan products especially for children – between 4 and 14 years of age – in this category in the refrigerated counters of supermarkets: the Vegan Adventure Mortadella with sunflower protein and the Vegan Adventure Strike with pea protein
In the run-up to the co-creation workshop, we carried out an extensive semiotic analysis, which provided a lot of input in answering the question of how to stage children's products in a modern and successful way. We are pleased to announce that Bonsai were able to contribute to this product launch with the help of semiotics and co-creation.
Because finally there is a vegan spread that parents can spread on the lunch without risking that the lunch box goes back home unopened. A pioneering achievement by Rügenwalder Mühe – according to the WHO's recommendations for children's products – and completely tailored to children's tastes. But according to the Rügenwald motto "It tastes best when everyone likes it", adults are of course also allowed to grab it.
"As Rügenwalder Mühle, we have been leading the way in the veggie market not only since 2014," says Patrick Bühr, Head of Research and Development at Rügenwalder Mühle: "That's why we didn't want to wait for politicians to decide in the current discussion about nutritional recommendations and requirements for children, but to go ahead ourselves. Our new products for children are not only an absolute innovation in the veggie category, but also in the segment of chilled savoury spreads for children as a whole: they are the first to fully comply with the WHO nutritional recommendations."