Plain and simple, no one was eating sauerkraut. Directly translated to “sour cabbage,” sauerkraut and GLK Foods, the nation’s largest manufacturer of sauerkraut, were in a pickle. Consumers rarely used this tasty condiment outside of October, sausages and hot dogs.
Partnering with Top Chef alum, Spike Mendelsohn, and five of Washington DC’s most popular chefs, we created “Kraut Rocks!”—a digital and interactive experience beginning at a table and ending online. Chefs provided behind-the-scenes footage as they whipped up their own masterpieces, highlighting the virtues of sauerkraut. These dishes were then available in each chef’s restaurant, prompting DC foodies to taste and vote for their favorites.
Aside from behind-the-scenes footage and webisodes, visitors to KrautRocks.com received how-to cooking demos, a sweepstakes, recipes and coupons to download.
With a featured, homepage takeover on Eatery DC, “Kraut Rocks!” fermented itself in the DC food scene. Over 5,000 downloaded coupons were redeemed and “Kraut Rocks!” saw 5.5 million traditional and social media impressions.
Proving once and for all, even something sour can be pretty damn sweet.