Rügenwalder Mühle – Veggie Snack

In the summer of 2021, Rügenwalder Mühle launched its “Vegetarian Mühlen Snack – Salami Type”, a meat-free alternative to the classic salami snack.

For the launch of the product, TV and social media, but above all out-of-home advertising was used. A real communication offensive.

THE Media strategy

The campaign period began in June 2021 and ran on classic outdoor advertising media as well as programmatic info screens and public video. Three different motifs were used for the classic part of the campaign. The messages “Never hungry again on the road”, “Snacks like salami. Ist aber Veggie” and “Veggie to go” were played over the motifs.


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The Playout

In addition to City Light Posters (CLP), City Light Boards and Mega Light Selects, large surfaces were also used in towns with over 100,000 inhabitants. This ensured a high reach and rapid increase in awareness of the new product.

In order to additionally promote the sale of the new snack from Rügenwalder, the large surfaces and CLP were specifically placed at the point-of-sale in locations.

Another important role was played by the programmatic playout on Infoscreen and Public Video. It ran in 13 cities. Among others, in Berlin, Frankfurt am Main and Hamburg. Here, the main public transport routes were selected and an additional audience-based advertising spot was played programmatically.


The launch campaign helped the Rügenwalder brand to increase its brand awareness by 4 percent. Recognition within the target group also increased by 50 percent.