THE RÜGENWALDER MÜHLE #WURSTPROMOTOR

Social Media Campaign

THE RÜGENWALDER #WURSTPROMOTER set out to make Germany’s leading brand for meat alternatives part of the cultural conversation. The problem: Rügenwalder Mühle lacked relevance with Gen Z. The idea: grant access to a sold-out Taylor Swift concert through a job offer. As the stadium’s official caterer, we could make one fan our “Wurstpromoter.” Their task: Sell three sausages, then enjoy the show. Instead of expensive ads or coops, we relied on a pop culture hack. Promoted via job platforms and fan channels, the listing sparked nationwide buzz. Proof that bold communication design doesn’t need assets – just access, insight and the right moment.

Client / Manufacturer

Rügenwalder Mühle

Hamburg, DE

Design

SERVICEPLAN GERMANY / PLAN.NET GERMANY

München, DE