Mediaplus Wins the Peter Kölln Media Account
Munich media agency Mediaplus (House of Communication) has won the media strategy mandate for German food maker Peter Kölln - maker of the well-known Kölln oat and cereal brands - after a competitive pitch, with first campaigns due in September 2026.
The Win
Mediaplus has won the media strategy mandate for Peter Kölln following a competitive pitch, taking on media for the manufacturer's Kölln oat and cereal portfolio. The account covers building the brand's market position, with first campaigns - developed with a separate creative agency - slated to roll out in September 2026. The budget was not disclosed.
It is a classic heritage-FMCG win: a well-known German food brand handing media to a domestic agency network to sharpen its market position.
Why It Matters
Account moves like this show the mid-market pitch pipeline is still moving despite broader budget caution. Heritage food brands face intense competition from private labels and challengers, and media strategy is one of the levers they can pull to defend and grow share.
For a domestic agency network, winning a recognisable heritage brand is both revenue and reputation - proof it can steward a household name through a tougher market.
Marketing Minute's Take
The broader signal is that even in a cautious market, brands are still willing to invest in media strategy when it is tied to a clear commercial goal - here, market position. Budgets are tight, but they are not frozen for work that can demonstrably move the needle.
For heritage FMCG brands specifically, the takeaway is that distinctiveness and smart media planning are the antidote to private-label pressure. You cannot out-price the own-brands, so you have to out-plan and out-brand them - and that starts with getting the media strategy right.
Quick FAQ
Which agency won the Peter Kölln media account?
Munich-based Mediaplus, part of House of Communication, won the media strategy mandate for Peter Kölln after a competitive pitch.
When do the first Peter Kölln campaigns run?
First campaigns, developed with a separate creative agency, are slated to roll out in September 2026; the budget was not disclosed.
What does the win signal about the market?
It shows the mid-market pitch pipeline is still active despite budget caution, with heritage FMCG brands investing in media strategy to defend share against private labels.
Even in a cautious market, brands still invest in media strategy when it is tied to a clear commercial goal. Heritage food brands cannot out-price the own-brands, so they have to out-plan and out-brand them. That fight starts with getting the media strategy right - and it is a fight worth funding. - Daniel Nikolla, Founder of Merx Marketing
Even in a cautious market, brands still fund media strategy tied to a clear goal - for heritage FMCG, smart planning and distinctiveness are the antidote to private-label pressure.
In a market you cannot win on price, is your media strategy sharp enough to win on distinctiveness instead?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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