Uhlmann PR | Quadrat Braun

Sustainability communication
for Zapf Creation

Awareness with plastic-free packaging

“As a brand that is present in children’s rooms from a very young age, we take our responsibility very seriously. The transition to plastic-free packaging is a strategic key issue for us. Thanks to the PR activities of UHLMANN PR, our message has reached our stakeholders. We were present in all relevant media: from business to family media, up to toy trade publications.”

Julia Zoske-Welsch,
formerly Head of Marketing GAS, Zapf Creation AG

The task

In 2021, our client Zapf Creation, the leading manufacturer of play dolls, gradually transitioned their entire product range to plastic-free packaging.

We provided support for the company’s sustainability communication efforts, conveying the benefits of the new packaging through engaging insights to B2B contacts and end consumers.

Uhlmann PR | Quadrat Türkis
Uhlmann PR | Illustration Schaufel und Topf mit Erde
Uhlmann PR | Quadrat Türkis
Uhlmann PR | Illustration Wassertropfen
Uhlmann PR | Illustration junger Pflanzen-Trieb

The implementation

Credibility is key: In our communication, we focused on facts, not empty promises. We highlighted what the company had already achieved and their specific goals.

Moreover, we linked sustainability to emotional storytelling. We connected the 30th birthday of Zapf’s successful doll BABY Born with the current sustainability story.

In addition to a traditional press release, we strategically placed interviews in high-reach leading media outlets. We also brought the news to the ears of parents and children through an editorial radio feature and radio co-operations with Antenne Bayern and Radio Teddy.

The results

From Bild and FAZ to TOYS or the family magazine Leben & erziehen, we generated publications in national print and online media.

Through the editorial radio feature, we reached nearly 1.7 million listeners on German-speaking radio stations.

The strategic cooperation with Radio Teddy animated 819,000 listeners, while Antenne Bayern reached 8 million listeners and 822,000 Unique Users learned online of the Zapf news.

Uhlmann PR | Illustration Baum, Eiche
Uhlmann PR | Quadrat Gelb

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One trend, three bloggers, three regions: With a cooking blogger collaboration for Landal GreenParks, we bring real culinary delight to the holiday home.

Schleich Logo

For the toy manufacturer Schleich,
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