Ankerkraut TASTE AGAIN

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In times of COVID-19, we've developed spice blends that, in combination with suitable recipes, help long-Covid patients to regain their taste.

BACKGROUND

Over 40% of Covid-19 sufferers lost their sense of taste & smell, for some it never returned. Ankerkraut a German spice Manufacturer who stands for “spreading love” through the joy of eating, were looking for an idea to that would have a positive impact on society. The concept was to bring awareness to Ankerkraut, further solidify its position as a love brand, and put them, as a company, in a position to give back. The idea would be measured by 1. the positive impact it would have on customer’s quality of life through the joy of eating and enjoying food, and 2. the organic media reach and positive PR building brand awareness for Ankerkraut nationally. The solution should run nationally in Germany and be rolled out on the Ankerkraut website and in stores nationally and all proceeds of sales should go to charity.

IDEA

TASTE AGAIN is a limited, special edition spice mix designed to bring back the joy of eating to those individuals who have lost their sense of taste due to Covid-19. The objective of the spice mixes was to rehabilitate the sense of taste. It was designed to earn the attention of individuals who have lost their taste by offering an opportunity, backed by scientific research, to retrain their taste buds in the long term. Three different spice mixes were developed and manufactured in collaboration with UK not-for-profit Life Kitchen whose scientific research and findings help Covid-19 and cancer sufferers retrain and rehabilitate their taste buds to regain their sense of taste. The special edition was available for individuals in stores across Germany, as well as on the Ankerkraut.de website.

STRATEGY

TASTE AGAIN was intended to solidify Ankerkraut’s positioning as a brand which can “spread love” through the enjoyment of food. The key message was to bring back the joy of eating to those individuals who had lost their sense of taste due to Covid-19. The strategy was to hold a live event for both press and long covid sufferers to try the TASTE AGAIN special edition in person, presented by Ankerkraut’s founder Anke Lemcke, Life Kitchen’s Ryan Riley und celebrity chef Alex Wahi.

EXECUTION

TASTE AGAIN is a limited, special edition spice mix designed to bring back the joy of eating to those individuals who have lost their sense of taste due to Covid-19. The objective of the spice mixes was to rehabilitate the sense of taste. Three different spice mixes were developed in collaboration with UK not-for-profit Life Kitchen whose scientific research and findings help Covid-19 and cancer sufferers retrain and rehabilitate their taste buds to regain their sense of taste. The special edition was available for individuals in stores across Germany, as well as on the Ankerkraut.de website.

OUTCOME

TASTE AGAIN embodied Ankerkraut’s brand promise to bring joy to eating, all while enriching one of their core brand values to have a positive impact on society. In one week alone and with zero paid media budget, the campaign reached 23.1 media impressions. However, the campaign wasn’t measured in numbers, the special edition helped long covid sufferers to retrain their taste buds in the long term, having a truly positive impact on their quality of life. All proceeds of the special edition were donated to Life Kitchen, to help them continue their valuable research.