With a dense footprint of physical grocery stores in Germany, there are few digitally adept retailers to collaborate with for e-commerce. The top ten brands in Gartner L2’s Digital IQ Index: Food Germany cut through the private label and disruptor brand noise with engaging content that taps into major seasonal trends and adopt a multichannel marketing approach.
1. Barilla Digital IQ: 146
Barilla grabs the top spot in the Index through strong performance across e-tailer platforms and outsize organic visibility against nonbranded keywords. Its best-in-class product pages on Amazon feature extended content, which beef up discoverability through product descriptions and recipes that mention relevant keywords multiple times. On site, content optimization enables Barilla to shine on organic search against pasta keywords on Google search.
2. Dr. Oetker Digital IQ: 142
Runner-up Dr. Oetker is the only Index brand to garner site visits comparable to e-tailers. It does so by leveraging an engaging recipe section and an Advent Kalendar, which accounted for a third of all page views in December. Investments in content development also render Dr. Oetker the only brand to outperform recipe sites on organic visibility against baking keywords on Google search.
3. Maggi Digital IQ: 136
Maggi boasts a first class recipe section, using multiple filtering options and an e-commerce plugin that facilitates the consumer journey by leading to a dedicated page on REWE, which is pre-populated with the required ingredients. Furthermore, its Facebook chat bot leverages site content to push recipes in Messenger and maintains the handoff to REWE.
4. Iglo Digital IQ: 133
Iglo ranks in the top five for its digital investments focused on awareness. Iglo’s efforts on YouTube video advertising contribute to it garnering the second-highest display video impressions on desktop. Meanwhile its bids on high search volume nonbranded keywords secure it the highest text ad visibility in the frozen foods category.
Funny Frisch launched a campaign in which users were asked to vote for their favorite flavors (1). The results were also shared on social media (2).
5. Funny Frisch Digital IQ: 131
Funny Frisch leverages its community on social media and site visitors to guide new product development. Its campaign, which asked users to vote for flavours contributed to a considerable uplift in site visits.
6. Knorr Digital IQ: 127
Knorr’s notable investment in Sponsored Brands and Sponsored Products on Amazon make it an Index leader in sponsored visibility, even topping the number one brand in the study.
6. Milka Digital IQ: 127
Milka’s outsize investment in mobile video display campaign to refresh the brand story across product lines resulted in impressions served equal to 43% of the whole Index
8. Rügenwalder Mühle Digital IQ: 126
Rügenwalder Mühle boasts the best guided selling section on site in the Index as it takes every opportunity to link downstream to product pages from educational content and the standalone ingredient library.
8. Lindt Digital IQ: 126
Lindt complements strong performance on e-tailer platforms with a site that facilitates direct-to-consumers commerce. It justifies this investment by focusing on personalized creations and receives the most site visits in the confectionary category.
8. Bofrost Digital IQ: 126
Bofrost’s substantial investments in Google Ads and site optimization crown it the category-leader in both paid and organic visibility, resulting in the third highest site visits in the Index.