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Labellaunch "Epic Sale" against the squandering of brand values

With ZgH Epic Sale, the Hirschen close the gap between hard-selling measures and pure image communication. Accordingly, the motto is 'Stories that sell, selling that tells stories.' Entirely in line with the brand, ZgH Epic Sale is also introduced with an activation measure.

“The new ZgH label, Epic Sale, is a direct response to the consequences of inflation and societal uncertainty in the advertising market. ‘We have observed a significant increase in pure price communication across all industries lately. Understandable and correct, but often very short-term and uninspired in execution. Not only products but also brand values are being squandered,’ says Hirschen CEO Philipp Keller.

ZgH Epic Sale aims to address the problem from two directions: with emotional, brand-building storytelling that also directly drives sales. Just as with sales measures packaged in emotional stories.

Jasmin Seitel, who leads the label with Arndt Rossnagel, emphasizes, ‘Those who view image campaigns separately from sales measures not only waste potential but also burn budgets that are becoming increasingly stretched across more channels.’ Arndt Rossnagel adds, ‘Companies are unnecessarily missing out on opportunities. Image campaigns that also sell can partially finance themselves. On the other hand, creative sales measures can not only lead to higher revenue but also improve the brand image.’

The new offering provides a wide range of activation possibilities, from large emotional video activations to creatively designed promotional mechanisms. ZgH Epic Sale can draw on extensive experience with retail clients such as Aldi, Obi, Aida, MediaMarkt, Saturn, Payback, and many others. Special activation potential also lies in collaboration ideas with clients from the Hirschen portfolio. The activation label itself starts with an activation idea: ‘We’ve come up with something special for the first 5 new customers, but if we were to reveal it here, it would probably be unauthorized advertising for us,’ says Seitel.”

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