What do Otto, Dagi Bee, and Celo & Abdi have in common? In the in-house produced, social-first campaign by agency Zum goldenen Hirschen Valley, they top, bake, and enjoy “Meine Pizzeria” from Knack & Back.
With the new fresh pizza dough “Meine Pizzeria” and “Meine Pizzeria XXL,” Knack & Back proves once again that the brand offers more than just breakfast. The fresh dough provides an uncomplicated foundation, while people define the flavor themselves. This is precisely where the campaign’s central core idea originates: “And what do you put on it?” Because with “Meine Pizzeria,” quality and base are set. Everything else is determined by occasion, creativity, and personal taste.
Under this question, the exceptionally delicious pizza dough becomes a canvas for vastly different tastes. Otto Waalkes, Dagi Bee, and Celo & Abdi top it in their own unique ways, engaging in a humorous banter with the product along the way.
The creative mechanic of the hero assets picks up on well-known social media voiceover formats, such as the popular narrator trend: the talent top the dough while it speaks to them from off-camera. This creates a playful dialogue between product and talent.
Otto delivers his trademark humor, puns, and of course, Ottifants. Dagi Bee translates the concept into modern family moments and questions of taste. Celo & Abdi bring their characteristic slang and a generous dose of iconic humor to the dough. The dialogues are packed with references to memes, familiar skits, and pop culture moments, ensuring brand recognition, buzz, and follow-up engagement.
“When Otto Waalkes, Celo & Abdi, and Dagi Bee meet at ‘Meine Pizzeria,’ it sounds like the beginning of the next viral meme. That’s exactly what makes this campaign so appealing. Three completely different cultural worlds meet on a dough that anyone can customize for themselves. The idea thrives on this contrast, pop-cultural references, and ultimately a very simple question that opens the dialogue: And what do you put on it?” says Salomon Hörler, Creative Director at Zum goldenen Hirschen Valley.
“This surprising combination of talent brings together very different personalities, generations, and cultural worlds, making Knack & Back relatable for our target audiences in a new and entertaining way. At the same time, it wonderfully illustrates what ‘Meine Pizzeria’ stands for: a great foundation that everyone can customize according to their own taste. We wanted to convey this exact diversity in a humorous and contemporary way through the campaign,” explains Yannick Mourot, Marketing Manager at Cérélia Germany and responsible for the Knack & Back brand.
“From the initial idea to cast research, negotiations, and the final rollout – all in under six weeks? That’s only possible when everything comes from a single source. The result: a social-first campaign with a surprising cast that works far beyond social touchpoints and appeals to Gen Z, among others,” says Jonathan Goutkin, Managing Partner at Zum goldenen Hirschen Valley.
The campaign is designed like a good pizza: sliced into snackable pieces and made for sharing. Over ten weeks, a wide range of measures and activations will bring the idea to life across digital, offline, and POS placements.
The launch campaign for “Meine Pizzeria” by Knack & Back was developed, topped, and executed by Zum goldenen Hirschen Valley and Hype Hart.
Click here to watch the commercial.
