We have been the lead agency for Jeunes Restaurateurs (JRE) Germany since January 2020 and are fully responsible for the social media channels on Facebook and Instagram. Based on a concept launched at the end of 2019, we developed a continuous communication approach with a focus on organic growth and member activation.
Ongoing support includes concept and story development, creation, editorial planning, coordination, publications, community management as well as analysis, controlling and optimization. To standardize the brand image, we revised the corporate design of JRE Germany based on the specifications of the European parent association and expanded it to include additional elements and use cases. In addition, we supported the exchange with the Dutch headquarters on the social media work of the member countries and conducted a social media workshop for members of the Western region – with a focus on individual appearances, platform basics as well as content and text guidelines including community thinking, cross-sharing and links.
As part of our full-service support, we also implemented communication and production projects in print and digital. The JRE hotel and restaurant guide was redesigned in 2021, restructured in a user-friendly way, supplemented with a colour coding system and the CD redesign was applied in print; we organized the production management in-house. For 2022, we were responsible for the graphic design, layout, final artwork and production management of a 192-page print guide (66 members) with a print run of 50,000 copies.
We also worked with the Management Board to develop a sustainable metal recipe card box, including product and material research as well as the design of the embossing and recipe card layout; at the beginning of 2021, this was expanded to include “FrischeParadies recipe cards” – with professional food photos, texts, recipe card design in the FrischeParadies corporate design and full production management. In addition, we realized several online cooking courses and live formats including campaign planning, implementation, participant management, stream support and post-production, among others in cooperation with bayerisches Rindfleisch g.g.A., Mastercard and via Zoom. For a Christmas menu, we developed a visual world and implemented a photo production with subsequent preparation for the website and press distribution list, designed and produced certificates for the 30th anniversary celebration and were responsible for a social media campaign including an online petition against an impending VAT increase on restaurant meals from 7% to 19%, including target group analysis, infographics and video testimonials.
