Schwarzwaldmilch – Guerrilla actions with heart
For Schwarzwaldmilch, follow red developed two guerrilla campaigns under the motto “We bring the Black Forest into the city”. With surprising stagings in Freiburg and Stuttgart, the brand claim “refreshingly real” was transferred to the urban space in an attention-grabbing way.
- Customer: Black Forest Milk
- Services: Guerrilla concept, brand activation, staging, implementation, video content, social media extension
- Focus: Brand awareness, viral attention, regional origin, urban activation
- Project scope: Two guerrilla actions with around 1 million clicks and 300,000 contacts
The first action was aimed at the fans of SC Freiburg: A staged cow round-up led from the Schwarzwaldhof to the Freiburg Black Forest Stadium – including loudly mooing car cows.
In Stuttgart, a lonely refrigerator with mooing noises attracted attention, before a brass band, fir trees, cows, folk dancers and a farmer transformed the scene. Brand ambassador Anna served fresh pasture milk to the surprised passers-by.
The actions staged the origin and naturalness of Black Forest milk in an unexpected way. Real encounters were created directly on site, and the digital extension ensured a strong reach.
The result: around 1 million clicks, 300,000 contacts and a brand identity that consistently made the claim “refreshingly real” tangible.
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Head of follow red Munich