THE CHALLENGE
But the path ahead was steep.
As a new entrant in a market that prizes loyalty and tradition, FCP had to overcome entrenched supplier relationships and a deep-rooted preference for products ‘Made in Germany.’ Layered, hierarchical B2B buying processes added further complexity, while competitors were already reinforcing similar claims of quality, reliability, and innovation. Together, these factors made breaking through and earning trust an uphill battle.
““[It’s sometimes] an effort to convince conservative, technology-driven, and quality-conscious people to change their mindset and try something new, often encountering prejudices because it’s not ‘Made in Germany.’””
THE TRUTH
Germans hold a seemingly paradoxical mindset: their pursuit of reassurance, reliability, and safe decision-making is fuelled by a relentless drive for innovation and experimentation.
THE IDEA
We fused these contrasting values into a single, compelling approach—positioning FCP’s 150 years of dairy expertise as the catalyst for German F&B professionals to innovate on classics and delight evolving consumer tastes.
From event key visuals and taglines to sales kits, product factsheets, and a comprehensive brochure, FCP made its debut to a packed audience at the world’s leading trade fair for bakery, confectionery, and snacks: IBA 2025 in Düsseldorf.
A SWEET ENDING
Our campaign delivered tangible results, generating leads in a market once considered impenetrable even by industry veterans.