Corporate influencer in the food section: How Philip Hitschler-Becker is shaking up the sweets market

Someday in everyday life: You are scrolling through Instagram and all of a sudden you encounter a man in a white overall surrounded by bags of colourful chewy sweets. He beams into the camera and throws a few Hitchies into his mouth and says: "This here is my life!" - heart-warming, authentic, tangible. This man is not just an influencer, but indeed Philip Hitschler-Becker, CEO of the traditional sweet company, Hitschler International. He has succeeded in positioning himself as a "corporate influencer" and leading the company into the digital world with a mixture the traditional and the modern.

But how did it come about that a CEO in a suit suddenly started dancing in TikTok videos and on LinkedIn as "Chief Happiness Officer"? The answer lies in the special dynamics of the food market: Here emotions, stories and above all the ability to speak with the consumers at eye level is what counts. And that is precisely what Hitschler-Becker masters down to a tee.

When he took over the company in the fourth generation he was faced with a decision: Either continue on the classic, traditional path - or dare to tread a totally new one. He opted for the latter. "In comparison to the huge sweets giants like Haribo and Katjes our budget was limited," he explained at the beginning of September at DMEXCO, the trade fair for digital marketing and advertising . "So, I had to be creative." Instead of investing in expensive advertising campaigns, he relied on himself and the social media. Armed with a smartphone he started sharing stories from everyday company life: The production of sweets, personal memories from the company's history, but also the challenges that he had been faced with as a young entrepreneur.

Philip Hitschler-Becker portrays himself as part of the brand, talks about successes, shares moments from everyday life and celebrates every single employee, who contributes towards the success story of Hitschler International. Through this honest communication he has succeeded in addressing a new, younger audience that identifies with the company. In this way, a chew suddenly becomes an emotional product that tells stories.

Whereby his appearances are not at all smoothed over or perfectly staged. On the contrary - sometimes he even comes across as being slightly "cringey" as he puts it himself. Because that is precisely what makes him so authentic and likeable. The followers experience a CEO, who is not afraid to fool around sometimes, pick up on the trends and not take himself seriously. That is what turns Hitschler-Becker into the "person behind the brand" - and that creates a bond that classic advertising campaigns could never achieve. "People follow people," he emphasised during an interview at DMEXCO .

The story of Philip Hitschler-Becker impressively demonstrates how important authenticity and proximity are in the world of modern marketing - particularly in the food section. We all remember sweets from our childhood, the mixed bag from the swimming baths or kiosk round the corner. Hitschler-Becker cleverly picks up on these memories and combines them with new trends.

By acting as a corporate influencer he has lent Hitschler International a modern, fresh image. He brings the taste of one's childhood back to life - wrapped inside a contemporary, digital packaging. The figures prove him right: Within just six years he has turned the company into one of the most successful sweets brands on social media, with thousands of followers and a continually growing community. The turnover is increasing constantly and today Hitschler International is perceived to be an innovative and modern player on the sweets market.

The success story of Philip Hitschler-Becker shows how a corporate influencer can change the face of a brand - and at the same time sell much more than just products. He has proven that a modern CEO doesn't have to just sit in meetings or behind a desk. He can at the same time be a pace-setter, storyteller and influencer - and thus shake up a whole industry. In an age where we are flooded with advertising messages, he reminds us that at the end of the day the person behind the brand is what counts.