Stories with Heart and Bite: "Say it with a Cheese Sandwich" Digital Campaign for MILRAM

Background and Challenge

MILRAM faced the task of building an emotional connection with consumers and positioning the everyday cheese sandwich as a means of communication. The challenge was to place a seemingly mundane food item at the center of a digital campaign while generating authentic engagement. The goal was to find an approach that cleverly combined storytelling, community interaction, and user-generated content.

Approach and Realization

In February 2020, the "Sag's mit einem Käsebrot" ("Say It with a Cheese Sandwich") campaign launched on MILRAM.de and the company's social media channels. The concept was based on the insight that every cheese sandwich can tell a story – whether about love, friendship, or family.

For the landing page, we developed various "Sandwich Stories" around emotional themes, each linked to creative cheese sandwich recipes. On Instagram, we focused on active participation: the community could create their own digital cheese sandwiches using a specially designed story template. Through the use of GIFs, topping the virtual bread slices became an interactive experience where users could give their creation an individual name.

Results

The campaign achieved remarkable resonance within the MILRAM community and generated a wealth of user-generated content. The playful approach was exceptionally well-received by participants and led to high engagement rates. As the crowning finale of the participation campaign, one lucky winner received a romantic vacation for two at the Baltic Sea coast.