RadatzMeat Sommelier

Radatz Feine Wiener Fleischwaren is a traditional Viennese brand with well-known products, a visible network of branches and knowledgeable employees. These foundations were in place. However, too little of this came across on social media. The brand was virtually invisible there.

At the same time, Radatz’s main account was to remain strategically focused on sausage and sausage products. Content about meat, preparation and gastronomy would have diluted this focus. A traditional branch account would have been too limited for this. It would have showcased the locations, but would not have created a dedicated content hub for people interested in meat and gastronomy.

The goal was clear: Radatz was to become more visible and showcase its expertise on social media. This required a dedicated approach to meat and gastronomy, a credible person from within the company and a format that regularly produces relevant content. At the same time, the visibility of employees was also intended to contribute to employer branding.

The strategic response was a dedicated account for meat and gastronomy: the Radatz Fleischsommelier. Rather than bundling all topics on one channel, a satellite system was established. The main account remains focused on sausage and sausage products. The new account occupies the gastronomy space with a clear person, its own thematic focus and a recognisable content logic.

With Josip, the certified meat sommelier, the right person was already part of the company. He brings expertise and can communicate it directly, clearly and accessibly. This transformed a social media channel into a personal brand that does not merely claim expertise, but demonstrates it in every post.

The Radatz Fleischsommelier covers the gastronomy pillar of Radatz’s 3-part strategy: Vienna, sausage, gastronomy. The content expands the brand presence with a topic that fits the product range while also catering to distinct interests. This follows the logic of Interest Media: people follow a channel because they are interested in the topic and the person, not just because they are already customers of the brand.

Reels machine: The content is published as regular short-form content for Instagram, Facebook, TikTok and YouTube. This creates an ongoing presence across multiple platforms.

Expert knowledge for everyday life: Josip talks about different cuts and rare pieces, as well as cutting, preparing, storing and cooking meat.

Independent content production: Every morning, Josip posts a breakfast tip produced in-house. Other employees are also featured. The account therefore shows more of the company than just products and branches.

Cross-channel presence: The content is published on Instagram, Facebook, TikTok and YouTube. This allows the community to follow Josip across several platforms.