BioMarkt Verbund

For More Sustainability: Implementation of a Cross-Media Branding Campaign

The BioMarkt Verbund is a group of around 530 independent BioMarkt and Denns BioMarkt stores in Germany and Austria, unified under the “BioMarkt” brand. Founded in 2020, the association aims to future-proof these markets while preserving their individuality and diversity. BioMarkt is committed to advancing organic breeding and organic farming.

In June and July 2022, BioMarkt launched a large-scale cross-media branding and image campaign with our assistance. We handled the development of the advertising strategy, media planning, and media buying. The campaign aimed to reach more potential customers with a focus on sustainability and regionality. The campaign utilized TV advertising, online video, addressable TV, online audio, and display ads.

An overview of our collaboration

For the image campaign, the BioMarkt association opted for TV advertising on public broadcasting channels.
We complemented this with online measures, such as a video campaign with precise targeting.
For cross-media storytelling, users were re-engaged on private TV channels through addressable TV ads, which displayed the nearest BioMarkt based on their postal code.
A large-scale Spotify campaign supported these advertising efforts, along with creative display ads.

TV

To quickly achieve reach, we collaborated with BioMarkt to run spots on public broadcasting television. The four versions of the 15- and 6-second spots aired for a month in the early evening program. After interacting with the accompanying video ad, users were targeted with addressable TV ads on private channels, where they were shown the nearest BioMarkt based on their postal code.

More about TV ADVERTISING

Online

In addition to the TV spot, we implemented targeted online measures, such as a video campaign with precise targeting. The spots were also 15 and 6 seconds long and focused on the same four thematic priorities. The video ads were delivered concurrently with the TV campaign. Creative display ads completed the cross-media package.

More about ONLINE ADVERTISING

Online Audio

A large-scale Spotify campaign supported the branding advertising efforts (TV & online). For each thematic focus, two spots were played: a longer version of 13 seconds and a shorter 5-second version, forming a tandem spot.

More about ONLINE ADVERTISING

Strategy & Concept

To reach more potential customers with a focus on sustainability and regionality, we relied on media that quickly build reach. The emphasis was therefore on TV advertising. Online video, addressable TV, online audio, and display ads complemented the cross-media strategy. Read more

Media planning

The key factor in TV advertising was the placement of spots in target audience-specific program environments and time slots. By utilizing the high-quality early evening programs of the two public broadcasters, we achieved the desired reach. The online measures, which continued the campaign's storytelling across channels, focused on precise targeting. Read more

Media buying

We negotiated the best placements across different media providers and maintained close communication with the marketers to manage any necessary adjustments. This approach was consistently guided by the campaign budget, from procurement to placement, to ensure maximum success. Read more

Implementation

We transmitted the advertising materials to the various marketers and handled all further coordination for the client. The management and ongoing adjustments of the campaign were also under our responsibility. Read more

Reporting

In addition to regular interim reports, the BioMarkt Verbund received a comprehensive final report at the conclusion of the campaign to compare the results with the expected outcomes. Read more

Crossvertise supported us in implementing a large-scale branding and image campaign, allowing us to reach an even larger group of customers and thereby contribute to the holistic development of organic agriculture.

Lukas NossolBioMarkt Verbund

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