Knuspr
It sounds simple until you try to do it properly. Knuspr and its Austrian counterpart Gurkerl are built on a promise that is as compelling as it is logistically demanding: fresh, locally sourced produce, delivered fast, from suppliers who actually know where their food comes from. When Openers came on board, the challenge was to build the kind of brand trust that proposition deserves — market by market, story by story, in one of the most competitive and scrutinised categories in European retail.
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Online grocery is one of the most competitive and least forgiving categories in European retail. Consumers are loyal to habit, sceptical of new players, and quick to notice when a promise isn't kept. Knuspr — and its Austrian counterpart Gurkerl — entered this landscape with a genuinely differentiated offer: hyper-local, fresh produce delivered fast, with a sourcing philosophy built around regional suppliers and short supply chains. The product was strong. The challenge was making enough of the right people believe in it.
The Starting Point
When Openers came on board, the task was more layered than a standard brand awareness brief. Knuspr's model is intrinsically regional — logistics and sourcing dictate where the brand can operate, which means communications had to work harder to build relevance and trust market by market, rather than at scale. At the same time, the brand needed to establish genuine credibility in a category dominated by well-resourced incumbents, where consumer trust is earned slowly and lost quickly. Building that presence — consistently, across two markets with different media landscapes and different audiences — required a communications approach that was as much about substance as it was about visibility.
What We Do
Full-Spectrum Communications Across Two Markets
From the outset, Openers took on a scope that went well beyond a typical PR brief. We assumed responsibility for the full communications function across Germany and Austria — covering consumer and lifestyle PR, corporate announcements, thought leadership, media monitoring, budget management, and reporting for both Knuspr and Gurkerl simultaneously. Operating across two distinct markets with their own media ecosystems and consumer sensibilities, we developed a coordinated approach that maintained brand consistency while allowing for the local nuance each market required.
Consumer & Lifestyle Storytelling
At the heart of the work is a sustained programme of trend-led, culturally relevant storytelling — designed to keep Knuspr present in the conversations consumers are already having. Seasonal moments, food trends, and lifestyle topics form the backbone of a proactive media pipeline that positions Knuspr not just as a delivery service, but as a brand with a genuine perspective on how people eat, shop, and live. Journalist product testings, reviews, and coordinated press events — including warehouse tours that bring the brand's sourcing philosophy to life in a tangible way — have been central to building the kind of first-hand credibility that no press release can manufacture.
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Data-Driven Thought Leadership
To establish Knuspr as a credible voice beyond its product category, we developed a data and trend story strategy — identifying the topics where Knuspr's insight into local food systems, regional supply chains, and consumer behaviour could generate meaningful editorial coverage. By combining proprietary data with agenda surfing and news hijacking, we ensured the brand was present not just when it had something to announce, but when the conversations it belongs in were already happening in the media.
Local Relevance at Scale
One of the defining challenges of the Knuspr communications brief is the tension between building a recognisable brand and operating within the constraints of a hyper-local model. Where Knuspr is present, the communications work has to earn trust at a neighbourhood level — through local stories, regional producer profiles, and coverage that feels genuinely connected to the communities the brand serves. We built a storytelling approach that honours that local character while contributing to a coherent brand narrative across all active markets.
Corporate Communications & Expert Positioning
Alongside consumer-facing work, we manage Knuspr's corporate communications — supporting announcements, developing expert interview angles, and positioning the brand's spokespeople as credible voices on the topics shaping grocery, retail, and local food systems in Germany and Austria. The goal has been to establish Knuspr not just as a delivery brand, but as a company with a point of view — one that earns its place in the business and trade media as well as the lifestyle press.
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What We Move
Nearly two years in, Knuspr and Gurkerl have a communications presence in both markets that reflects the genuine ambition of what the brand is building. Coverage has grown in quality and consistency — moving from isolated mentions to sustained visibility across consumer, lifestyle, and trade media. The brand's spokespeople have an established media profile. And in a category where trust is the hardest thing to earn, Knuspr has built a foundation of credibility that gives it room to grow.
What the work has demonstrated above all is that local brands require local conviction — and that the most effective communications for a brand like Knuspr isn't the loudest, but the most consistently believable.
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