Product launch & PoS presence. Almost 70% of purchasing decisions are made at the point of sale. It therefore goes without saying that when launching a product, great focus needs to be placed on this area. For Silver Fern Farms, New Zealand’s number 1 brand for red meat from grass-fed livestock, we created the communication strategy for the German market and implemented all related measures – from high-quality sales materials and eye-catching PoS advertising to branding measures and targeted sales, press, online and social media activities. When it came to the PoS activities, we used our full repertoire: special placements, displays, branded refrigerators, posters, shelf wobblers, stickers, flyers, recipe cards and competitions – thereby achieving maximum visibility.