Iss ein Scandalo
Kühne 
Social Creation Consulting 
Kühne is the market leader in red cabbage — in a category whose sales decline by 2% each year. While loyal buyers are aging, Millennials and Gen Z have little to no connection to the product. The challenge: create relevance with minimal budget and maximum buzz.
Our solution: hijack the target group’s favorite dish — pizza — and top it with the unthinkable: red cabbage. A culinary scandal turned into a communication engine.
The red cabbage pizza became a calculated provocation: a new usage occasion, maximum talk value, high shareability. “Sorry, Italy” became the campaign’s running gag.​​​​​​​
Casefilm
Livestream
Musikvideo
Social
taff Trend Report
Credits
Agency: KNSK Group
Client: Kühne
Published: 2024
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