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Distribution area of the campaign: Austria
Four Diamonds is part of the Princes Group, a leading international food and beverage group. Vier Diamanten is the market leader and the most popular tuna brand in Austria. So actually everything is fine. Only the communication needed a realignment in order to do justice to the premium positioning.
In order to clearly set Vier Diamanten apart from the competition, the new campaign focuses on likeable honesty instead of slick images from the ideal world in which Hollywood stars enjoy their tuna salad on the beach. From a PR perspective, the most important goal was to make the company tangible for the media and readers and to establish a presence through storytelling.
The advertising of many manufacturers is often full of clichés and white sandy beaches. Four Diamonds takes a different approach and promotes its premium products in a more honest way. After all, we are talking about canned tuna. So why not realize a TV commercial that consists almost entirely of elements of the tuna cans?
The elaborate implementation including state-of-the-art animations by Salon Alpin paid off: Our spot won the German Design Award in 2019!
In addition to classic PR measures such as press releases or one-on-one meetings with journalists, we also try to break new ground from a PR perspective. These include the blogger cooperation with CookingCatrin, who regularly created recipes with Four Diamonds products, or the Puls4 appearance, where children were invited to Koch mit! Oliver conjured up foolproof dishes with Four Diamonds.