An organic flour mill that impacts media, markets, and people.
PR & social media for sustainable brand positioning in the food sector.
Mayr Nell supported Antersdorfer Mühle in a comprehensive brand relaunch for the opening of one of Europe’s most modern organic flour mill in April 2023. The goal was to reposition the traditional brand, increase its visibility, and reach new B2B and B2C target groups.
At the heart of the communication strategy was an integrated approach combining classic PR, social media, content production, and event communication. Particular visibility was achieved through collaborations with prominent ambassadors such as Olympic sprinter Alexandra Burghardt and Anton Schmaus,head chef of the German national soccer team.
Keymeasures included an opening gala with guests from politics, business, and sports, the high-profile Antersdorfer Mühlenfest with several thousand visitors, as well as targeted press and product communications, including tradefair appearances, photo shoots, and content production.
Result
The relaunch significantly increased brand awareness and media presence,successfully expanded the B2B customer base in food retail, and generated growing demand in the B2C segment.
In parallel, the social media presence was substantially strengthened: the Instagram community grew organically from around 2,000 to over 8,000 followers within 18 months.
