The first choice esports players and their moms

To change the perception of Kaufland as a store for seniors, we proposed to reach a younger target audience by teaming up with SINNERS Esports. We activated the partnership in a year-long campaign using offline and online stunts, branded content on social media, streaming, events and in-store. With a deep understanding of the gamer culture, we increased all brand perception attributes among gamers. The campaign itself has become an example for an authentic non-endemic branded content in esports.