When CMA, the German Agricultural Marketing Board, hired Freelance24-7.com, the organization soon realized a significant spike at retail. Through a print and radio campaign, we targeted "foodies" (cooks with a penchant for international foods), without alienating the "traditionalists" (mainly men and women age 55 and over who prefer the old-fashioned German culture).

To overcome the perception that German-style meals are uninspired and heavy, we offered the tagline, "German food and beverages. The old world in a new light." A series of nationwide focus groups established that the concept would prove efficacious with both foodies and traditionalists (with a self-deprecating sense of humor).

The campaign encouraged consumers to login to the CMA Web site, which listed local retailers and offered downloadable content, such as recipes, cookbooks and brochures. The overall effort drove distribution at retail, and significantly increased consumer acceptance and sales in selected markets.

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