Simmler
/ Support for brand innovation
_Innovation workshop for new product range
_Brand positioning
_Strategic and creative support
Background
For generations, Franz Simmler GmbH + Co KG has been synonymous with delicious, fruity spreads offering a premium taste experience: traditionally produced in the Black Forest, rooted in the region, and uncompromising in terms of quality and sustainability. However, markets are changing, and with them, taste preferences. Younger target groups in particular are seeking new experiences. More and more often, the focus is on protein-rich and meat-free diets, more surprises, and more variety to suit different consumption situations.
Task
Strategic and communicative support for a broad-based innovation process. The aim was to develop ideas for product innovations that deliberately differentiate themselves from the umbrella brand while continuing to convey its values. The focus was on developing a new product concept, creating a viable brand story, and providing consulting support for the launch.
Solution
Target group needs and consumption occasions were analyzed in creative workshop formats. The results were incorporated into a brand strategy that focuses not only on taste, but also on character and context.
The Simmler project team then used this as the basis for developing the narrative for the character “Aunt Franzi.” She represents a willingness to experiment with her own attitude while remaining committed to tradition.
With “Tante Franzi,” an innovative product line has been created that deliberately breaks with expectations: savory spreads in which vegetables meet fruit, surprising, balanced, and 100% vegan. Varieties such as carrot-ginger-apricot, pea-quince, tomato-Höri Bülle-rosehip, and beetroot-Alblinse-black cherry open up new possibilities: as an accompaniment to snacks and cheese, as a fine ingredient in many recipes, or as a creative topping for bread and bowls.
Client quote
“With ‘Tante Franzi’, we have opened a new chapter. Working with ebene c has helped us to pool our innovative strength while staying true to our roots.”
Dr. Uta Simmler, Managing Partner, Franz Simmler GmbH + Co. KG
“In the creative workshop with ebene c, we developed several other innovations in addition to ‘Aunt Franzi’ that open up further potential for us in the future.”
Norbert Münch, Managing Director, Franz Simmler GmbH + Co. KG