A Slice of Scandal
Kühne
Red cabbage is as much a part of German cuisine as the Black Forest is of Baden-Württemberg – traditional, trusted, and firmly rooted in the food culture of older generations. And that’s exactly where the challenge lies: While Kühne red cabbage is appreciated by the 40+ audience as a classic side dish with roast goose, it’s practically invisible to Gen Z and younger millennials. For the younger target group, red cabbage is associated with outdated family dinners at grandma’s house – seen as boring and out of touch. That perception needs to change.
To make Kühne red cabbage relevant for a younger target audience, we positioned it as the perfect pizza topping. The tongue-in-cheek provocation aimed at Italian food culture ran under the bold slogan: “Eat a Scandalo!”
The campaign kicked off with a PR-worthy stunt: delivering red cabbage pizza straight into Knossi’s Big Brother house. This was followed by a social media campaign centered around a remake of the iconic 1980s Italo-pop hit “Mamma Maria.” The classic by Ricchi e Poveri was reimagined with new lyrics, and a music video was produced to make red cabbage pizza more appetizing to the masses. As part of a TikTok Branded Mission, Kühne invited creators to sing along, give it a try, and share their shock and delight.
This social-first campaign was supported by an out-of-home (OOH) flight that playfully drew attention to the unconventional pizza creation with witty headlines on billboards placed near Italian restaurants.
Additional reach came from content creator Robert Lindemann, who brought his community along on a fun red cabbage journey. Whether through live taste tests or spontaneous street reactions, Lindemann spotlighted the “red cabbage pizza” in his uniquely charming way.
| Production | Virus, Supreme Music |
| Direction | jiji&lili |
