Radatz

Sausage expertise withthe Sausage Engineer

With its own edutainment format and a credible corporate creator, Radatz became visible, approachable and distinctive on social media.

Social Organic Campaigning
Food & Beverage
Brand Awareness

+49.800.000
organic impressions without paid media budget
+2.700.000
interactions with the published content
+36.000
new followers for Radatz's channels
+18%
increase in sales in the key product lines since the campaign launch

Problem

A great deal of sausage expertise, but hardly any visibility on social media

Radatz Feine Wiener Fleischwaren is a traditional Viennese brand with popular products, a visible network of branches and employees who know their craft. However, this strength had barely been reflected on social media to date. The brand was virtually invisible there.

The right topic was right on the doorstep. If one brand stands for sausage expertise in Vienna and Austria, it is Radatz. What was missing was a format that conveyed this knowledge in an accessible, entertaining way and with a personality of its own. Traditional product communication would not have been enough. The content had to give people a reason to watch, comment and come back.

Strategy

Knowledge all about sausage with Viennese charm and a genuine Radatz employee

The goal was clear: Radatz was to become visible on social media and build brand awareness. This required a recognisable format, a credible person in front of the camera and content that emerged from the community's real questions and habits.

The strategy focused on what Radatz already had: expertise, products with a history and people from within the company. This gave rise to “Wurstkompetenz”, an edutainment format with a deliberately exaggerated, almost scientific approach. Diameter, length and calibre feature alongside a product's origin, the right way to prepare it and specific tips about Radatz products.

No external influencer was sought for the role of host. Six people applied in an internal corporate creator casting. Georg was chosen; he has worked at Radatz for 20 years and heads the QM department. His expertise is therefore genuine, not put on. He also brings charm and a certain Viennese grumpiness.

This gave the format a character people remember: the sausage engineer. Georg appears in a white T-shirt with a red-and-white measuring tape around his neck. His passion for butter and his conviction that Käsekrainer are only properly prepared when pricked also make him recognisable beyond the specialist topics.

Implementation

A format that grows from expertise and community questions

A sidekick with a mind of her own: Following the successful launch, Annika from Marketing was introduced as a sidekick. She is the voice of the community, questions traditional preparation methods and regularly causes friction with Georg through her fondness for the air fryer.

The community as a source of topics: Georg answers questions from the community, shows the correct use of Radatz products and regularly recreates users' favourite rolls.

Distribution across several channels: The format runs on Instagram, Facebook, TikTok and YouTube. This allows the Reels machine to be used across channels and the “sausage” content pillar to be covered within Radatz's 3-part strategy: Vienna, sausage, culinary excellence.

Business Impact

An employee became a familiar face of the brand

The success is also evident in the business: since the campaign launch, Radatz has recorded an increase in sales of 18 per cent in its key product lines compared with the period before the campaign. The community's increased interest has also resulted in an online shop. B2B partnerships have increased too. There is also growing interest from the grocery retail sector, including from Billa, Hofer, Penny and Spar. Georg is recognised as the “sausage engineer” while skiing and on the street. An employee from the QM department has become a recognisable figure in the brand's communications. This keeps “Wurstkompetenz” close to the products and the people who buy them.

Next step