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.
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.
Further cases
Jigsaw Puzzle fun for dad and child: In the influencer collaboration for the 3D Jigsaw Puzzle Dodge Challenger by Ravensburger, we put the dad-child quality time in the spotlight.
One trend, three bloggers, three regions: With a cooking blogger collaboration for Landal GreenParks, we bring real culinary delight to the holiday home.
For the toy manufacturer Schleich,
we generate content that hits home and stories that get read. We know how to strike a chord with parents.