Cargill Revitalizes Gerkens Cacao Brand With Fresh Campaign
22 Oct 2014 --- Cargill’s cocoa & chocolate business is revitalising its global Gerkens Cacao brand, highlighting its premium nature and key benefits. “We found from research amongst our customers that Gerkens is a much-loved and well-known brand that is already closely associated with its Dutch heritage, but which needed refreshing,” says Philippe Huet, Cargill Managing Director, Cocoa.
“The objective is to rejuvenate the brand, reinforcing the reasons why our customers choose Gerkens Cacao for their powder-based products.”
Cargill is targeting manufacturers in the confectionery, dairy (e.g. ready to drink, ice cream, desserts), bakery (e.g. cakes and biscuits) and instant mixes & drinks sectors as part of the campaign, which will cover Europe, Asia, the Middle East, North America, the USA and Brazil.
The campaign brings a new focus on the significant benefits Gerkens provides to the customer, with the ability to be uniquely tailored for a broad range of applications, along with consistent performance and effective innovation.
In terms of its unique qualities, Gerkens powders offer endless opportunities with the broadest spectrum of off-the-shelf powders, from custom signature taste and colour profiles through top-notch processing and cake blending, selected from the best beans from around the world.
On the performance side, Gerkens provides a reassuringly predictable high quality cocoa experience that gives the end products a delicious taste and colour. This consistency is backed by a global operating presence and recently extended capacity in several plants.
Practical innovation support for concept and signature recipe development is provided by seven global Application Centres and Centres of Expertise to help customers discover and create new product hits. This broad scope of operations also allows customers to take advantage of local market insight and application-specific expertise.
To coincide with the global re-launch the company is providing an exclusive opportunity for customers to experience Gerkens Cacao in different recipes for themselves or at one of the company’s state of the art application centres. More information on this promotion can be found at www.cargill.com/gerkens.
Huet concludes: “Gerkens is already a much-loved brand and this revitalisation will take it to the next level, firmly establishing it as the leading cocoa brand and cementing Cargill’s leadership in cocoa.”
