Task & Goals
Together with EAST END, HOMANN realized its first festival appearance at Rock am Ring 2019. In addition to the concept for the „HOMANN Grill Ville“, EAST END was also responsible for the on-site implementation and the evaluation and prolongation of the event to achieve successful communication with the target group.
Idea & Implementation
Under the motto “grilling non-stop with our headliners”, EAST END conceived a 400 sqm barbecue village as brand experience to skillfully stage the market leader’s delicatessen salads. At Germany’s biggest music festival, visitors could prepare their own meat or vegetables on the grill, accompanied by HOMANN delicatessen salads around the clock on all five festival days. The “kiosk” provided festival visitors with drinks, foodstuffs for the grill and selected HOMANN products. A barbecue area with campfire and spontaneous show interludes created the right atmosphere for the motto “make the campfire your stage”. To ensure that special moments and festival experiences could be shared, numerous mobile phone charging stations were made available. The WhatsApp newsletter, specially developed for the brand, rounded off the brand experience for the target group and led to an extension of the event.
The HOMANN Grill Ville offered festival visitors a culinary highlight that could be enjoyed around the clock. The barbecue village invited visitors to linger and presented HOMANN’s delicatessen salads in the best possible light. In this way, the brand was able to present its products perfectly and bring them in direct contact with the festival target group.