From Festive Niche to Everyday Hit: How MILRAM Reinvented Raclette

Background and Challenge

Raclette traditionally occupied a seasonal niche as a festive dish reserved for New Year's Eve and Christmas Eve. MILRAM's "Pfännchen für friends" campaign took on the challenge of liberating this culinary tradition from its seasonal constraints. The overarching objective was to establish raclette as a year-round favorite dish while simultaneously enhancing awareness for MILRAM's self-service cheese products and seasoned quarks.

Approach and Realization

The strategic approach was built upon a comprehensive digital ecosystem that intelligently interconnected various touchpoints. A custom-developed landing page showcased different raclette types with corresponding recipes and linked MILRAM products. An intuitive "raclette calculator" supported users in planning their next pan-party gatherings. The accompanying on-pack promotion featured on cheese packaging was reinforced through a dedicated contest action page, while MILRAM's social media channels were transformed into an inspiring raclette universe that encouraged active brand interaction.

Results

The campaign unleashed its full digital impact, transforming the North German-relaxed raclette experience into a year-round culinary culture. Through the strategic integration of landing page, contest mechanics, and social media activities, the initiative successfully extracted raclette from its festive niche and repositioned it as an everyday favorite dish. The campaign created a vibrant community centered around the MILRAM brand and its products.