Gold medal: Tchibo • Together for kindergartens!

In 2009 Tchibo celebrated its 60th birthday by a year-long marketing campaign. ‘Celebrate with us’ was accompanied with packaging retro mugs and metal coffee boxes with products, and a prize game was also organised. ‘Together for kindergartens!’ set out the objective of improving the conditions of kindergartens; those customers could participate in the draw who sent the barcode of any Tchibo product to the company and named a kindergarten between 1 September and 30 December 2009. Five kindergartens won HUF 600,000 each and the same amount went to the kindergarten that received the most nominations and to a lucky customer. Increased sales and market share growth in the promotional period justified the success of the initiative.