An organic mill that impacts media, markets, and people.
PR & Social Media for sustainable brand positioning in the food sector.
Mayr Nell supported Antersdorfer Mühle with a comprehensive brand relaunch for the opening of one of Europe's most modern organic mills in April 2023. The goal was to reposition the traditional brand, increase its visibility, and tap into new B2B and B2C target groups.
At the heart of the communication strategy was an integrated approach comprising classic PR, social media, content production, and event communication. Particular attention was gained through collaborations with prominent testimonials such as Olympic sprinter Alexandra Burghardt and Anton Schmaus, head chef of the German national football team.
Measures included an opening gala with guests from politics, business, and sports, the high-profile Antersdorfer Mill Festival with several thousand visitors, as well as targeted press and product communication, including trade fair appearances, photo shoots, and content productions.
Result
The repositioning led to significantly increased brand awareness and media presence, as well as the successful expansion of B2B clientele in food retail and growing demand in the B2C sector.
In parallel, the social media presence was significantly enhanced: The Instagram community grew organically from around 2,000 to over 8,000 followers within 18 months.
