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CMA, German Agricultural
Marketing Board
Created by German federal law to promote German food and beverages at home and abroad, CMA, the German Agricultural Marketing Board, has chosen RadioPrint.TV as its agency of record. CMA has seen a significant spike at retail through a print and radio campaign that targets "Foodies" (cooks with a penchant for international foods), without alienating the "Traditionalists" -- mainly 55+ aged men and women who like the old-fashioned German culture.
To overcome the perception that German-style meals are boring and heavy, we developed the tagline "German foods and beverages. The old world in a new light." A series of nationwide focus groups established that the concept would prove efficacious with both the Foodies and Traditionalists (with a self-deprecating sense of humor). The campaign encouraged consumers to log on to the CMA Web site, which listed local retailers and offered downloadable content, such as recipes, cookbooks and brochures. The overall effort drove distribution at retail and significantly increased consumer acceptance and sales in selected markets.
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