From the traditional Viennese brandemerges a social superbrand

Radatz is one of Vienna’s best-known traditional companies. The brand has been part of the city for over 60 years. Around 1.300 employees work for the company, which is firmly rooted in Vienna and its culinary culture.

Until now, however, Radatz had hardly been visible on social media. The brand had plenty to talk about: sausages, delicatessen, branches, craftsmanship and the people behind it. The challenge was to reinterpret these topics for Instagram, TikTok and Facebook. What was needed was a presence that suited the brand but still worked as social media: direct, entertaining and with a distinctive voice.

The goal was clear: Radatz was to build organic reach, gain a community and increase brand awareness. This required content that showcased the brand’s quality and history without seeming like traditional advertising. The focus was therefore on real personalities, Viennese charm and products people know and enjoy eating.

The strategy translates Radatz into three themes that suit the brand and its communities: Vienna, sausages and cuisine. This gave rise to a social media satellite system that addresses different themes and target groups through dedicated formats and personalities.

On the main channel, sausage engineer Georg and his sidekick Annika focus on sausages and grocery retail. Another channel featuring meat sommelier Josip puts delicatessen, branches and expertise in all things meat centre stage.

This gives each topic the right setting and its own voice. The brand remains recognisable as Radatz while moving closer to people. The strategic goal: to occupy all social media themes and communities relevant to Radatz. The satellite system is designed to be expanded.

The content was developed for use on social media and produced in a vertical video style. The focus was on personalities, products and Viennese charm. Rather than using traditional advertising messages, Radatz opted for formats that inform, entertain and tell stories from the community’s perspective.

Brand launch with a bang: For World Käsekrainer Day, we accompanied Radatz through Vienna with a brass band. At sausage stands, the band played the “Radatzky” March. The appearance served as a social PR stunt and gave the brand’s launch on social media a visible stage.

Sausage engineer Georg explains sausage: Georg explains products, preparation and insights into the sausage-making craft. Together with his sidekick Annika, he speaks directly from the community’s perspective and makes specialist knowledge accessible.

“Viennese Sausage Stories”: The cult format was brought back. Personalities such as Peter Stöger, Marika Lichter and Florian Ritt share their favourite stories at the sausage stand. The reference to “Wiener Alltagsg’schichten” brings together familiar faces and a place that suits Radatz and Vienna.

The meat sommelier as a knowledge anchor: On his own channel, Josip, a meat sommelier, shares knowledge about meat, cuts and preparation. Delicatessen and Radatz branches thus receive their own format and a clear thematic focus.