In the business field project of the part-time Bachelor’s program in Marketing & Sales, students developed creative launch concepts for “Philadelphia Plant-based”.
At the beginning of the 2024 summer semester, the part-time students on the Bachelors’ program in Marketing & Sales (6th semester) at FHWien der WKW were commissioned by Mondelez to develop a 360-degree campaign for the launch of the new Philadelphia Plant-based. In addition to creative measures, the main focus was on financial calculations and the retail strategy. In five groups of six to seven students, who acted as imaginary agencies in the business field project, they developed exciting strategies with a wide variety of key ideas under the supervision of the coaches Hilda Helyes and Marina Prem.
Creative results – happy clients
The diverse approaches, from emphasising the creaminess and humorous handling of prejudices about vegan alternative products to the idea that Philadelphia’s portfolio reflects diversity, were presented to Mondelez during a pitch. In terms of communication channels, however, the agencies agreed that the focus should primarily be on social media and influencers.
Constantin Hennrich, National Account Manager at Mondelez Austria, is visibly satisfied with the results and expresses his thanks for the good cooperation:
“The concepts of all the groups were extremely professional and of a high standard. Many thanks to the agencies for the really great work!”
Following the concept presentations, an agency was also chosen as the winner by Mondelez, with the prize consisting of a huge selection of different Monzelez products.