As part of its marketing concept Linz09 pursued the promotion of the umbrella brand also through cooperative marketing ventures. The food sector proved particularly susceptible to this approach. Zipfer, a brewery and one of Linz09’s Premium Partners, introduced a special edition of their Linz09 beer mats and a Linz09 Sparkling Beer and promoted the cooperative venture with a nationwide aired TV spot that more or less continued where the Linz09 TV spot had left off (Press release). Kastner added a new product line to their assortment: Linz09 organic biscuits. Riemenschneider created Linz09 spreads. Agrana offered Linz09-branded sugar sachets in all CC Markets in Austria. SPAR and all its Linz branches supported the campaign BESCHALLUNGSFREI [Against Imposed Noise] as part of HÖRSTADT and one side of their shopping bags featured the Linz09 logo (Press release). Similar examples were to be found in other sectors. There was a strong demand for Linz09 deckchairs, a cooperative venture with Linz AG among others, which featured the logos of the two partners and sold in their hundreds. Another partner in this venture was Salzkammergut Tourismus. Sabtours adorned the rear of ten of their coaches with the Linz09’s fried egg motif. Some branches of McDonald’s laid on special Linz09 tray sets. Companies such as Barmherzige Schwestern and Gemeinnützige Wohnungsgesellschaft of the City of Linz gave Linz09 free use of space in their own media.
