How do you manage as a brand to remain agile even in uncertain times? And what is the best cooking advice you've ever received? The answers to these questions (and many more) are available once a month in the Stories+ Snack, the Kitchen Stories business questionnaire.
Brand orientation: From the brands' point of view, there are certainly positive developments. In the past, “stinginess is cool” was used for years. This has changed again, brand and quality awareness has increased again, towards “quality first”. For example, the Society for Consumer Research (GfK) has shown an increasing share of the choice of branded products in recent years. Even though many households currently have to reckon with rising prices, the brand remains an anchor of reliability in times of uncertainty.
Openness: Despite all odds: Consumers remain available for brands with clear messages and good products. During the pandemic, “my” kitchen helpers have even demonstrably benefited from TV advertising for our cleaning and laundry care products under our Leifheit umbrella brand. Marketing works, both online and offline.
Reconcision: But the best thing is to see, from the perspective of nutrition, cooking and cooking, that there is a certain return to homemade. “Ready to eat” means more pre-cooked and cooked products instead of finished goods. Cooking as an appreciation for yourself and others and as a shared experience. The homemade simply makes more sense.
For strong brands, it is rarely just a quick trend hopping. It is more important to combine brand characteristics with relevant trends in order to be successful. Leifheit, for example, stands for high-quality functional kitchen gadgets that new things must match.
First of all, it is important to keep your eyes and ears open for changes and never to allow blinders. With agile tools, we as SMEs can certainly still learn from the digital environment and from start-ups. Ultimately, however, the focus must always be on consumers. And then, more often than you think, there is more craft than a glass ball. Ideas are analysed from various perspectives and product developments are well tested using consumer research.
But: You also have to remain critical, because not all hype is sustainable. The success for brands like Leifheit often lies in taking up long-term trends, such as healthy eating, fun cooking, easy handling, saving time or sustainability through longevity (buying once instead of throwing away twice).
Fortunately, I have various sources for that. There is the team at Leifheit, which always works together ambitiously on projects. When we have developed a great campaign that is well received, then it is fun. For me, the exchange with people, with everyone who cooks, with creative people, food experts or even our retail customers is particularly important and inspiring. And for product fans like me, there is of course the launch of a new product. That is always a very special highlight. This is then really celebrated by the kitchen team.
A typical statement that I've heard many times is: “Advertising is all lies.” Marketing experts know that you should never disappoint generated product expectations. Reputable advertising therefore highlights the central, relevant benefit, accentuates it in order to make itself heard, yes, but does not promise heaven and earth. Except satire, such as “gives wings” to a not entirely unknown energy drink. But everyone understands that, you should be able to laugh sometimes.
A very small (!) A dash of milk and natural carbonated mineral water makes omelets mild and “fluffy.” Otherwise, I follow my grandma's advice: “Stick to the recipe.” I do that today, especially when it comes to new recipes — so it's no coincidence that I'm being interviewed by you (laughs). First a good basis, then experiment from there. I can do without wild garlic — and dill only goes with fish for me.
Thank you so much for the interview.
.jpg)