Rügenwalder – #Wurstpromoter

How can a traditional German sausage brand attract the younger generation?

Being the market leader in plant-based meat alternatives should probably be enough, right?
Not for Gen Z, who favor the younger, more modern competition from Rügenwalder Mühle.
How we used the biggest pop superstar of our time, a media budget worth a bratwurst,
created arguably the most viral job ad of all time, give a lucky Swiftie the night of her life
and made Rügenwalder a part of Zeitgeist and Pop Culture?
Welcome to the stage, #Wurstpromoter!

Agency: Serviceplan
Client: Rügenwalder Mühle
Role: Creative Director