Creative inspiration helps Franke stand out from the crowd

The industrial manufacturer used inspiring creative to help its brand stand out in a crowded market

Franke Holding AG, based in Aarburg, Switzerland, is an industrial manufacturer with companies located around the world. It has 8523 qualified employees working in 68 companies in Europe, South and North America, Africa, Australia and Asia. The business is split into five divisions: kitchen systems, foodservice systems, coffee systems, beverage systems and water systems.  

Being replaceable
Before the campaign, all of its industry-leading businesses were marketed separately. However, in order for Franke to move forward collectively as a brand, this needed to change. The trading environment had become tougher, with lower competitor prices and volatile raw material costs becoming more of a challenge. As well as this, nearly all products could be copied by other companies. Franke was losing its uniqueness and becoming replaceable. The brand, therefore, needed to stand out more strongly from its competitors, to distinguish itself from the mass at all levels, from advice to sales, the quality of the products, the delivery and installation through to after sales services.