Organic meets big impact: Get through the cold season with Voelkel

German organic juice manufacturer Voelkel is best known for one thing: its ginger shots, for which Voelkel is currently the market leader according to Circana market data. Together with Ströer, the Lower Saxony-based company has been implementing primarily OOH campaigns for three years, which have had a direct impact on the brand. The first joint project came about in 2022: an in-app campaign for the market launch of a new oat milk in retail, which effectively reached the right target group. Through targeted advertising, the animated ad was played in full-screen view around the relevant Edeka supermarkets. With this first project, Ströer laid the foundation for a successful collaboration.

Just in time for this year's cold season, a new OOH campaign promoting Voelkel Shots is now live: various motifs will be displayed on large billboards, advertising pillars and City Light posters in Hamburg, Berlin, Hanover and Cologne over the next few weeks. Through targeted advertising and classic perimeter selection, the motifs appear exactly where the target group is located – in the vicinity of supermarkets and organic shops, but also at busy train stations and in relevant neighbourhoods. In addition to classic OOH presence, Voelkel also uses DOOH – via public video infoscreens, commuters in particular are to be reached during their daily journeys.

The aim of the advertising measures is to further strengthen Voelkel's brand awareness and, at the same time, to specifically promote sales of the popular ginger and immune shots during the cold season. Especially in the winter months, when health and the immune system are topics of particular concern to many people, the campaign's message strikes a chord with the target group. The combination of classic OOH spaces, digital screens and targeting ensures that the target group is addressed accurately.

Pilot project in Hanover: target group research with humour

Voelkel also deliberately focuses on innovative campaigns and regional promotions. A special promotion will start in Hanover in November: together with Hanover University of Applied Sciences and Arts, Voelkel will be testing various motifs on City Light posters in the pedestrian zone that deal with organic products in a humorous way. Passers-by will then be interviewed live on site with the aim of researching the effect and perception of humour in the context of organic products. With the start of the Christmas market, the visibility and frequency of the campaign will increase even more.

Long-term cooperation with growth potential

The success speaks for itself: thanks to the advertising measures, Voelkel was able to increase sales of the shots by 55 percent last year. Jannis Meseke, Head of Marketing at Voelkel, is also happy with the collaboration: “Ströer gives us everything we need: precise targeting of our target group and a wide reach with a strong price-performance ratio. We are also impressed every time by how even such an established player can respond extremely flexibly to our often short-term ideas and innovations.”

Several new joint projects are already planned for 2026: in addition to the established shot campaigns during the cold season and the usual standby campaigns, Voelkel also wants to focus on employer branding in the new year. So there is plenty of potential to carry out even more effective and wide-reaching campaigns together.