Sustainable success: Diamant Zucker Rübenzucker campaign

For over 150 years, the family-owned Cologne company Pfeifer & Langen has been passionately and enthusiastically developing natural and innovative sugar products from locally grown sugar beets. Through transparent and active communication, Pfeifer & Langen aims to emphasize the regional nature of their products while promoting a conscious and careful approach to sugar consumption.

The best of the beet

At Diamant, sustainability begins with the design of the crystal sugar packaging. Beet sugar is not only used in the product itself but also in the exclusively developed packaging material made from beet paper. As a result, the new packaging is not only a real eye-catcher on the sugar shelf but also integrates sustainability into its design.

We prominently showcased the new packaging design and the sustainability initiative in an emotional 360° sustainability campaign across all channels. With a strong visual concept, the campaign focuses on emotional storytelling with a real-life narrative: a passionate sugar beet farmer from the region was followed in his daily life and work, representing all the producers, consumers, and employees involved.

Sweet success across all channels

The success of our Rübenzucker 360° campaign is clearly measurable: During the campaign period from September to October 2023, we achieved over 22.5 million impressions through our awareness-focused distribution – with an above-average interaction rate.

In June 2024, we won two more prizes on top of that: At the German Brand Award, we impressed the jury with our campaign in the Lighthouse Project and Sustainability categories.