SUCCESVERHAAL

How we create demand for the Aura for Henkelman with a B2B Marketing & Sales Playbook

Client

Henkelman

Expertise

Content marketing

Content production

Industry

B2B

Last update

30 October 2026

Introduction

Henkelman is the world market leader in vacuum machines, with thirty years of experience.

Partout previously renewed Henkelman's brand and its entire digital structure.

Next came the request to sharpen its market approach in the hospitality sector too, with the Aura as the hero product.

Challenge

The challenge

Building demand with the end customer without letting go of the dealers

In the hospitality market, Henkelman sells through dealers, and most restaurants see vacuum mainly as a way to package and store food, not as part of the cooking itself. The Aura can do much more than that, but that distinction wasn't yet reaching chefs. What's more, part of the dealer network sees the Aura as complex and therefore tends to recommend a simpler model to customers. Henkelman therefore wanted to build demand for the Aura directly with the end customer, without letting go of dealers as a sales channel.

Approach

Our approach

Market research and customer profile

In a workshop with the Henkelman team, we mapped out the hospitality market: a maturity model for kitchens, the ideal customer profile, the decision making unit and the decision route of a chef considering a vacuum machine. This produced a buyer persona, head chef Cas de Vries, with his triggers, frustrations and motivations.

Positioning and messaging

Based on the customer profile, we developed a tone of voice and a message house around four pillars: working more consistently, more efficiently, smarter and more creatively. This forms the core of the B2B Marketing & Sales Playbook that Partout drew up for Henkelman.

Content concept "Mise en Place"

From that framework, we devised a video format in which chefs show how they use the Aura in their own kitchen. Each video follows a fixed script in three parts: intro, main section and outro. The first video was recorded at 't Misverstant, with chef Thijs Vis.

From long-form to distribution

Each recording is split into five or more fragments, each good for a video or audio clip and a written post. Distribution runs along two tracks: video and micro-content for reach, and articles for depth and to feed AI search. A second distribution round builds on what performed best.

Conversion through dealers

The videos are targeted at hospitality venues that match the ideal customer profile. On henkelman.com, a chef configures their machine and requests a quote. Henkelman passes that request on to a relevant dealer, through whom the purchase is then made.

Results

The results

Recognition of the message

Henkelman itself confirmed that the first video from "Mise en Place" hit the mark: exactly the story they wanted to tell about the Aura, doing justice to both the business and the culinary side.

Quickly from workshop to execution

"We think the responses are incredibly impressive: that we were able to distil and summarise all this information from a workshop of just over half a day." So says Ron, marketing manager at Henkelman.

Fancy a no-strings chat with our experts?

Do you also sell through dealers or resellers, and want end customers to choose your brand rather than the first alternative the intermediary offers? We'd be happy to think along with you about what that looks like for your market.