Hamburg, 12.02.2020. The JOM Group, agency for hybrid marketing communication, has secured the German media budget of the Italian confectionery manufacturer Loacker. Operationally, the client will be served by JOM Group’s new location in Munich. The budget award was preceded by a multi-stage pitch process. The gross media budget is in the mid single-digit million range.
Since 1925, the name Loacker has stood for easily digestible and natural enjoyment, top quality and a love of nature – combined in delicious wafer and chocolate specialties. Within the last 90 years, the founder’s surname has become an internationally renowned brand that is coveted in over 100 countries. Every year, the company produces and packages about 750 million units of wafer and chocolate specialties, which are delivered daily all over the world. The main market is still Italy, where Loacker has always been a leader in the wafer market.
Loacker has also been active on the German market for over 10 years. Now the brand is to be built up more strongly in this country and the business driven forward.
To this end, JOM is launching a moving image campaign together with Loacker from the middle of the year, which will be seen both on classic TV and on non-linear and thus digital channels. It will pay direct tribute to Loacker’s positioning of “Genuss aus Südtirol” (enjoyment from South Tyrol).
Mohammed Bahlaouane, Brand Manager of Loacker Deutschland GmbH: “We will continue to consistently expand the brand’s spontaneous presence among consumers. To do this, we need a partner with FMCG know-how who plans across channels and ultimately thinks in value-added dimensions. On the media side, it is clear to us that TV alone will not be enough today and in the future. With regard to all these considerations, JOM convinced us in the tender.”
“Loacker is in a very interesting niche of the confectionery market. We are looking forward to the challenge of creating new momentum for the brand with a cleverly controlled moving image strategy to increase brand awareness in Germany,” said Benjamin Gröning, Managing Director JOM Group. “Ultimately, it is important to control the measures down to the store level in order to increase rotation in retail. Here, we will also take very selective regional action with digital measures,” adds Nadja Vernimb, also Managing Director of the JOM Group.