KernAkuell December 2020, News
Steirerkraft’s major advertising campaign
The Styrian’s elixir of life
About the campaign
Steirerkraft’s current major advertising campaign launched Austria-wide in autumn 2020 with ten radio spots (in all ORF regional studios, Ö3, private radio stations) and slots in print media, online and on social media platforms. For the soundtrack to the spots, Steirerkraft has taken its inspiration from the Styrian anthem. As narrators, the company recruited Peter Simonischek – a native Styrian and a member of Austria’s national theatre, the Burgtheater – and the actress Michou Friesz. They breathe life into the short stories and evoke the Styrian soul linguistically.
In the new campaign, Steirerkraft focuses entirely on the special features and characteristics of the Styrian people. There are superb comments on their achievements and character traits. They are regarded as particularly innovative, successful, warm-hearted, strong, good-looking and full of zest for life.
You can listen to the spots here: www.steirerkraft.com/lebenselixier
The concept behind the idea
The Steirerkraft brand has always stood for regional origin, taste and quality. The natural foods are proven to have many benefits for mind and body. A unique feature of Steirerkraft is that everything is handled by the company – from the seed to the end product. We ensure that the brand maintains its strong Styrian roots. The new campaign aims to emphasise this.
Austria’s most popular pumpkin seed oil
The big advertising campaign appears to be achieving its aim – which is to boost the familiarity and popularity of the brand. As the latest findings from the Gallup Institute show, the familiarity and popularity of Steirerkraft are increasing and the brand continues to be a front runner.
Two-thirds of Austrians use pumpkin seed oil in their diet. This is hardly surprising, because it is well known that the green gold is a standard ingredient in home cooking and indispensable in many salad dressings and baking recipes.
A new finding – driven largely by Covid-19 – is the enormous increase in the importance of goods sourced “direct from the farmer”.
The greatest brand potential for Steirerkraft – in addition to that of pumpkin seed oil – lies in pumpkin seeds, apple vinegar, scarlet runner beans, chocolate-coated pumpkin seeds and apple chips.
Ein kleiner Einblick
The biggest contract grower
of oil pumpkins PGI
Alwera AG, Estyria’s parent company, is responsible for production of the raw goods via a contract farming system. The two companies have for some years maintained the largest PDI area of oil pumpkin in Austria and they know the fields and the farmers personally.
Read moreImmer auf dem neuesten Stand
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Traditional Styrian
stamp press process
While modernity has brought progress in many areas, the traditional Styrian stamp press process is still the best way of making pumpkin seed oil. The main difference between this and other pressing methods is that we work with open roasting pans. At our plant, people check when the pumpkin seeds are perfectly roasted and so will yield the very best oil. This enables our experienced oil millers to produce the pumpkin seed oil that has won more prizes than any other – and which as a result of this type of pressing retains all the natural constituents. The untreated oil is not filtered; the particles that make it cloudy settle naturally when the oil is left to rest.
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About us
We are the specialist for pumpkin seeds, pumpkin seed oil, pulses and mushrooms. Plus an extensive organic range of dry products. We are passionate about natural foods with high-quality ingredients..
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