A partnership united in one Hartmann package

The German Hartmann customer Löwendorfer Geflügelhof and the world famous ice hockey team Eisbären Berlin are teaming up to unite their power in a promotion campaign, in an unprecedented way, creating a win-win-win situation for themselves and Hartmann Packaging.

The original idea came from Operations and Sales Manager Uwe Engelmann. It was first mooted in January 2020, but the Covid pandemic forced them to put their plans on ice, for a couple of years. But from September 2023, they restarted their idea. A partner licence agreement was drawn up (initially for 12 months) and now Ei(s)bären 10-egg boxes are available in selected stores - with two more top-secret products already in the pipeline. For all non-German speakers: here is a funny play on words. Ei means egg in German and the polar bears have thus become the egg bears Ei(s)bären.

Once you’ve bought a box of the 10 Ei(s)bären, you can peel off the label to reveal a QR code underneath.

When you scan this QR code with your smartphone, it opens on a promo page on the Eisbären Berlin website, which will give you a 10% discount off their merchandise — redeemable in the online shop, in the team store, or directly in the stadium.

This offer comes courtesy of the exciting partnership between Löwendorfer Geflügelhof and Eisbären Berlin, and the eggs are only available regionally at Kaufland in Berlin, in the surrounding areas of Dallgow-Döberitz, at NETTO Supermarket in Eiche and EDEKA Berlin-Brandenburg. However, discussions continue with other retailers with a view to rolling out into more shopping centres.

"Everything in this partnership just fits nicely — sport, product and regional partnership do fit into one perfect package. Sport, because it’s all about health and fitness, the egg because it is a superfood and the best source of protein, and of course, there’s the regional connection to Berlin/Brandenburg, because the eggs are all produced in Brandenburg."

Uwe Engelmann, Operations and sales manager at Löwendorfer Geflügelhof

The first eggs were delivered on 24 October 2023 and initial figures show that the partnership has been a resounding success.

Right after the launch, Uwe Engelmann and his team were inundated with emails asking when they could buy the Ei(s)bäre eggs, and the positive feedback continues to this day — with lots of interest in where and when more products will be available. And there have been enquiries from Eisbären Berlin fans as far afield as Düsseldorf, Cologne and Munich.

It’s a match made in Heaven for everyone involved. The Eisbären are superstars of the sport – winners of the inaugural European Trophy and holders of a record number of German Ice Hockey League titles – and their home matches are the most popular ice hockey games in Europe. For their part, Löwendorf Geflügelhof supplies unbeatable eggs and of course, Hartmann imagic²^® packaging makes sure there are no losses.