In line with this year’s Veganuary, the PHW Group is implementing an attention-grabbing marketing measure for its vegan brand GREEN LEGEND in Berlin’s trendy Kleistpark district in the Schöneberg district. Since November 2022, there has been a 140 square meter vertical garden with a giant 100 square meter poster embedded on the facade of an originally gray house. GREEN LEGEND will spend the entire month of January with the product “Vegan poultry Salami, the food manufacturer’s favorite cured meat, can be seen on the large poster.
“A perfect green match. With this marketing measure, we are reaching a target group that is important to us: urban youth, women and men,” says Dr. Ingo Stryck, Head of Marketing at the PHW Group. “The daily traffic is estimated at 60,000 people, which means around 1.7 million contacts for the entire Veganuary. We want to use this attention in a targeted way to make our young brand GREEN LEGEND even better known”.
In essence, the trend towards flexitarianism continues, as the second representative Green Legend Veggie study by the PHW Group demonstrates. Environmental protection, in particular, plays a crucial role in why flexitarians, vegetarians and vegans are rethinking their meat consumption.
“The Green” is Germany’s most sustainable giant poster. It is an evergreen, permanently installed urban city garden made up of 12,000 different plants. The poster is printed on PVC-free Green Line material, is climate neutral (Gold Standard certified 559-0357-412) and has an anti-smog titanium dioxide coating, which breaks down as many pollutants as 7 trees.
Meatless pleasure – not just for Veganuary
In addition to a range of poultry specialities, the PHW Group has also been offering its own vegan products since 2015. In 2020, the vegetable brand GREEN LEGEND was launched in food retail. The range currently includes four frozen products, six types of vegan sausages and nine fresh products. Each GREEN LEGEND product is 100% free from ingredients of animal origin, i.e. without eggs, without milk and without milk sugar (lactose). Plus, unlike many other meat substitutes on the market, the vegan products contain no added soy, flavor enhancers, palm fat, or coconut oil. The main ingredients are traditional field crops such as peas, broad beans, corn and wheat.
The vegan food branding is also currently visible on all Bundesliga club Werder Bremen’s football shirts and on LED banners at home matches.
Read more about www.phw-gruppe.de And www.green-legend.com.
