Diamant Zucker: Sustainability Campaign
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The Challenge
For more than 150 years, Cologne-based family business Pfeifer & Langen has produced sugar from regional sugar beet cultivation. The challenge: communicate authentic regionality while promoting conscious sugar consumption – in a market where sustainability promises often cannot be fulfilled due to the actual framework conditions of production.
Our Solution
A 360° campaign for website and social media focused on packaging innovation: sugar beet paper made from actual sugar beet waste. This wasn't just sustainable packaging, but the consistent implementation of the brand promise. For authentic storytelling, we followed a real regional sugar beet farmer through his daily work. The visual concept showed the complete cycle from field to shelf, from beet cultivation to the innovative packaging material.
Results
22.5 million impressions during the campaign period September–October 2023
Above-average interaction rates across all channels
German Brand Award 2024 Winner in the categories "Lighthouse Project" and "Sustainability"
Diamant maintained its position as authenticity leader in sustainable sugar production
A sustainability story told through innovation – proof that genuine environmental commitment drives consumer engagement and industry recognition.
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