Radatz

RadatzkyMarch

A social PR stunt for World Käsekrainer Day

Social PR Stunt
Food & Beverage
Brand Awareness

+660.000
organic impressions for the social media launch without a media budget
+10.000
organic interactions surrounding the Radatzky March
+5.300.000
media contacts in print, online, TV and radio
+140.000€
weighted advertising equivalent value of media contacts

Problem

A traditional brand with a rich history, but hardly any visibility on social media

Radatz Feine Wiener Fleischwaren is a traditional Viennese brand with well-known products, a visible branch network and employees who stand for the brand. Käsekrainer in particular offers a strong cultural connection and plenty to talk about. However, Radatz had barely been present on social media until then.

At the same time, World Käsekrainer Day already provided a fitting occasion. The awareness day had existed since 2014, but was little known to the public. For 2025, it was to become a real event that would stand out in Vienna, bring people together and also reach younger target groups. This required a strong launch that would work without paid reach.

Strategy

When the occasion itself becomes a media event

The goal was clear: Radatz was to achieve nationwide visibility with World Käsekrainer Day, support the launch of the new social media campaign with organic engagement and distribute all 6.000 prepared Käsekrainer samples.

Without a media budget, the idea has to be strong enough for people to stop, film it and talk about it of their own accord. This is exactly where the Radatzky March came in: the well-known Radetzky March was reinterpreted as a Käsekrainer homage and carried through Vienna’s city centre.

Implementation

A march became a Reels machine

Brass band in Vienna’s city centre: A 13-piece brass band played the Radetzky March as the ‘Radatzky March’, making the campaign day audible.

Oversized sausage replicas: The striking props heightened the visual moment and gave passers-by a clear reason to stop and take out their phones.

Sampling with follow-up: Female promoters handed out Käsekrainer samples to take home. The QR code on the packaging led to a competition and extended the interaction beyond the moment in the city centre.

Live content for the social launch: More than 40 vertical videos were created on site. The event thus became content production for the launch of Radatz’s social media campaign.

Finale at the sausage stand Zum Kaiser: At the peak of the event, hundreds of Käsekrainer were freshly grilled and handed out free of charge. This gave the stunt a clear conclusion with direct product contact.

Integration of PR, live and social: The spectacle was an experience for passers-by, newsworthy for the media and filmable for social media. The campaign was delivered with a total budget of 11.000 € and no media budget. Video production was carried out pro bono.

Business Impact

5,3 million media contacts without a media budget

The Radatzky March gave World Käsekrainer Day the visibility it needed. 38 clippings in print, online, TV and radio generated 5,3 million media contacts. The resulting weighted advertising value was 140.000 €. The social media launch also gained a direct starting point through the live event: 660.000 organic views and 10.000 interactions were generated without a media budget. More than 30 % of the target audience reached were under 34 years old. This allowed Radatz to reach people who had previously barely associated the traditional brand with social media.

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