Target group-oriented product launch in a family environment

The market launch of the new Reinert Bärchen meat sausage with vegetables was faced with the task of authentically anchoring the innovative product in everyday family life. The challenge was to use credible voices from the community to show how versatile and child-friendly the new product could be used. KB&B developed a two-phase influencer campaign that focused entirely on organic reach and thus achieved maximum credibility with the target group.

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Strategic selection of proven creator partnerships

For the campaign, five established female creators from the family and food sectors were specifically selected who already have a high level of credibility with the target group:

• Family food: Focus on family recipes suitable for everyday use

• dorelie.jolie: Authentic insights into everyday family life

• Experimenteausmeinerküche: Creative kitchen experiments for children

• nikaaabo: modern family cuisine with a focus on healthy snacks

• Sandwich junkie: specialist for creative sandwich ideas

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The campaign was implemented in two flights six weeks apart, with each creator producing a reel, multi-part stories and feed posts. In addition, Nikaaabo and Breakbread Junkie mirrored their content on TikTok to maximize reach.

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Content strategy with high everyday relevance

The content approach consistently focused on practical applications and emotional proximity to everyday family life. The creators showed creative uses of the new meat sausage with vegetables:

• Colourful snack boxes for when you're on the go

• Easy recipe ideas for everyday use

• Creative lunch box design

• Evening snack platters for the family

The production was deliberately kept unfiltered and authentic in order to reflect the real challenges and joys of everyday family life. The focus was always on the positive reaction of the children to the new product.

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Measurable success without a media budget

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Flight 1 (February):

• Over 746,000 organic video views on the reels

• More than 18,000 interactions across all formats

• Over 95,000 accounts reached through stories

• Particularly successful performance with Breakbread Junkie, Familienkost and Nikaaabo

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Flight 2 (March/April):

• Over 570,000 organic views with a focus on spring-like recipe impulses

• Strong performance on TikTok by Nikaaabo and Breakbread Junkie

• High interaction rates with stories from Pausenbrotjunkie and dorelie.jolie

• Intensive community communication in feed posts

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conclusion

The influencer campaign for Reinert Bärchen impressively demonstrates how authentic creator partnerships can be successful without paid reach. The strategic combination of proven creators, everyday content and a well-thought-out platform strategy made it possible to successfully anchor the new meat sausage with vegetables in the consciousness of the target group. In particular, continuous collaboration with familiar voices ensured recognition and strengthened brand loyalty. The campaign not only generated attention, but also provided real buying impulses — and thus showed how effective family communication works in the digital age.

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