Lehnhoff is a typical example of outstanding mechanical and engineering skills, celebrating international success as a hidden champion. The Baden-Baden-based company invented the first tilt bucket in 1968 and quick couplers for compact excavators around three decades later. In 1992, Lehnhoff then introduced a complete range of mechanical and hydraulic quick couplers and the matching attachments, which became the standard for 1 t mini excavators up to 40 t hydraulic excavators in many countries. Lehnhoff is therefore the only full-liner in the world. Over the years, however, other competitors have gradually entered the market with their own connection and adapter dimensions, challenging Lehnhoff's market share. On the occasion of the relaunch of fully hydraulic quick couplers for compact excavators, the Herr Schmidt advertising agency was commissioned to develop a new communication strategy for Lehnhoff. The first step was to modernize Lehnhoff's brand identity. A stringent and independent corporate design was developed for offline and online communication. In addition to the product campaign, herr Schmidt developed an overarching brand communication that is used as an umbrella communication as well as in the respective product communication and thus contributes to the brand. Cost-effectiveness, compatibility, individualization, quality and, above all, sustainability and investment security are the brand values that will be emphasized in the future. In addition, specific arguments will be developed to meet the needs of the diverse target groups, OEM excavator manufacturers, dealers and end customers from the building construction/civil engineering and landscaping sectors, as well as local authorities and the ancillary construction trades.