VienneseSausage Stories

Radatz Feine Wiener Fleischwaren is one of Austria’s best-known food brands. The brand brings decades of tradition, popular products, a visible network of branches in Vienna and experienced female employees. However, little of this was visible on social media. The channels were used sporadically, and the content was predominantly static and promotional. Accordingly, interaction and recognition remained low.

The Austrian competition also focused primarily on traditional product communication in the category. Vertical videos and content with genuine entertainment value were barely established. For Radatz, this represented a clear opportunity, but also a communication hurdle: traditional advertising finds it difficult to reach people who actively avoid advertising.

The goal was clear: Radatz was to become a vibrant, relevant brand on social media. What was needed was a format that could be broadcast daily, build organic reach and anchor the brand culturally without seeming like traditional product advertising.

The strategic starting point was the sausage stand. It is part of Vienna’s cityscape and a place where people stand side by side regardless of origin, age or fame. This very mix of everyday life, equality and character suited Radatz.

Radatz therefore did not appear as an advertising sender, but as a host. Inspired by everyday Viennese stories, the “Wiener Wurst G'Schichten” were created as a social-first format in which Viennese originals talk about sausage, Vienna and life. The sausage stand provides the stage, while the guests provide the stories.

The key lever was the deliberate restraint of the brand: no logo in the picture, no price, no product promise and no audible presenter. The brand remains present through the location, the Viennese attitude and the selection of guests.

In this way, the format combines two tasks: it creates content that people voluntarily watch and share, while also providing a scalable production system for daily social media communication.

Reels machine: In around one hour of filming with one guest, up to 15 standalone Reels are created. This creates a stock of finished content that can be published over several weeks.

Changing Viennese sausage stands: Filming takes place at locations that stock Radatz products at least in part. The sausage stands are involved as partners rather than simply being used as a backdrop.

Scalable format: With 21 guests and more than 60 episodes, the idea became an ongoing content system. At the time of submission, not all episodes produced had yet been published.

Community integration: Personalities from different fields and generations, including Peter Stöger, Marika Lichter, COSMO, Paul Pizzera and Viennese creator Herwig, bring their own communities with them.

Organic distribution: The campaign manages without a paid media budget. Reach is generated through the stories, the guests and their respective communities.