"Don't Mess Around": Digital Campaign Featuring MILRAM Spiced Quark as a Fuss-Free Barbecue Accompaniment

Background and Challenge

MILRAM aimed to inspire a new target audience for year-round grilling while highlighting their GewürzQuarks seasoning products. The challenge was to break away from traditional grilling stereotypes involving hours-long cooking times and complicated techniques. Instead, the goal was to convey an authentically North German grilling culture: uncomplicated, sociable, and relaxed.

Approach and Realization

We developed an interactive landing page with an integrated search game in the header as the centerpiece of the PR campaign. This playful element first entertains visitors while introducing them to the content, then rewards them with participation in an attractive prize draw after they've absorbed the information. Celebrity chef and grilling expert Brian Bojsen served as the authentic face of the campaign, embodying the relaxed North German grilling philosophy.

Complementing the landing page, we created four target-group-specific articles for the MILRAM Frische-Blog and developed a comprehensive social media strategy for Facebook, Instagram, and Pinterest. All content followed the core message "Nich' lang fackeln" (roughly: "Don't mess around") and conveyed simple, quick-to-implement grilling recipes.

Results

The campaign successfully created awareness for year-round grilling and positioned MILRAM GewürzQuarks as ideal companions for uncomplicated grilling experiences. The playful approach through the interactive landing page achieved high user engagement. The authentic communication of North German grilling culture clearly differentiated MILRAM from competitors and successfully appealed to a new target audience seeking relaxation.