Smunch -

German Lunch Break Study



Smunch was looking for a PR agency that could manage all their PR efforts in the German market. The key objective was to increase their brand awareness. It was important to ensure the campaign ideas were communicating lunch breaks in a way that supported Smunch’s brand - that lunches are the most popular employee perk and increase employee happiness, which results in higher motivation and, ultimately, better performance. 


ABCD was aware of the trend surrounding ‘Desktop Dining’ and decided to work together with a research institute (Civey) to receive data on the type of food and the length of time spent away from screens - if at all - for 5,000 employees across the country.

With a range of findings, ABCD was able to create a compelling story based on demographic differences, such as gender and location. The findings encourage companies to support a healthy lunch break and recognise the benefits of eating together for team bonding and boosting afternoon productivity. The data and content was hosted on separate landing pages so there was a linkable asset for publications to link to. To view the campaign, click here.


The campaign secured 39 clippings, with 7 backlinks in 1 market. In addition to the online circulation, the campaign generated wide reach through social media.

Links from top sites such as: 

Coverage from publications such as: 


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