Taste Better
Kühne
The Hamburg-based heritage brand Carl Kühne KG faced a pivotal challenge: how to make a well-established brand relevant again for younger audiences? After decades in the German food market, Kühne needed nothing less than a complete restart of its brand communication.
The new brand claim “Iss leckerer” (“Make it tastier”) gets straight to the point of Kühne’s promise: turning ordinary food into extraordinarily delicious meals. It’s a simple truth anyone who’s ever had a cheese sandwich with Kühne pickles can relate to.
The product-centered concept consistently puts Kühne’s offerings front and center, paired with witty headlines that highlight their standout taste. Visually, the campaign leans fully into the brand’s signature green—combined with premium food photography by renowned photographer Christian Lohfink.
The integrated campaign bridges the gap between traditional and digital media: a nationwide out-of-home and digital out-of-home flight is complemented by an extensive digital package including display and social ads. In addition to point-of-sale activations, collaborations with creators Robert Lindemann and Dorena Pawlak on Instagram generate authentic reach among younger audiences.
| Photographer | Christian Lohfink |
