How Modern Brand Activation Turns Curiosity into Measurable Impact The current air up® in-store promotion demonstrates what modern brand activation truly means: direct engagement at the point of sale, personal dialogue, and a genuine product experience that converts curiosity into trial – and trial into purchase. Across four European markets, trained brand ambassadors bring the … read more

In November, we had the pleasure of managing the eBay Live booth at Comic Con Stuttgart – supporting the official launch of eBay Live. Two days full of energy, pop-culture vibes and genuine interaction with a highly engaged community. At the heart of the activation was eBay Live: a new live-shopping format that seamlessly combines … read more

The marketing landscape is undergoing a fundamental shift. Fragmented audiences, declining attention spans and the growing commoditisation of digital channels are challenging traditional communication models. Reach alone is no longer enough. Brands need to be experienced. In this environment, Brand Activation is rapidly gaining importance, evolving from a tactical tool into a strategic cornerstone of … read more

  For many German consumers, the world of nuts has long been dominated by walnuts, almonds and hazelnuts. But recently, a new star has taken the spotlight: the American pecan. With its naturally sweet, buttery flavour and smooth texture, it brings a fresh and unexpected twist to the snack aisle. Southern Spirit Meets Germany As … read more

When genuine moments of indulgence happen, you can tell immediately: in the curious glance, the second reach for a sample, and the many questions that suddenly arise. That’s exactly what we observed in mid-November at Food & Life in Munich and at the Weber Wine Fair. Our promotion team presented the fine Goufrais specialties there … read more

When tropical flavours meet curious consumers, something special happens. That’s exactly what we experienced during our nationwide tasting campaign for Costa Rican pineapples, implemented this autumn in selected EDEKA and Handelshof stores. The aim was to raise awareness, share knowledge and, of course, inspire enthusiasm. And it worked, judging by the many smiling faces at … read more

Attending the 38th European Trade Meeting at the Grand Elysée Hamburg as representatives of the American Pecan Council offered a valuable snapshot of where European and global trade stand today. With the overarching theme From Challenge to Opportunity: Adapting to Changing Market Conditions, the event could not have come at a more relevant moment. Markets … read more

A logical next step: Since May 2025, ST-PROMOTIONS oHG has been a member of the Waren-Verein der Hamburger Börse e.V., the leading association for the international trade of durable food products. This allows us to expand our network exactly where trade, brands, and consumers meet. Where Brands Meet Markets Our strength lies in bringing brands … read more

In today’s digitalised world, where online shopping has become the norm, brands face the challenge of effectively connecting with potential shoppers amidst the increasing amount of commercial digital noise. This is where shopper marketing plays a significant role. Shopper marketing is the practice of creating incentives to introduce consumers to brands and influence their consumer … read more

We are proud to support the Norwegian food company MOWI in the implementation of their tasting campaigns in food retail across Germany. MOWI is one of the largest seafood companies in the world. Thanks to its high quality standards, MOWI has become the world’s largest producer of Atlantic salmon. The MOWI range offers salmon in … read more