Engagements

Giving Kraut Its Due

Kraut Rocks featured chefs and Mike Isabella hang out with host Spike Mendelson
Kraut Rocks featured chefs and Mike Isabella hang out with host Spike Mendelson
Chef Erik Bruner-Yang of Toki Underground prepares his Suan Cai Pork Belly and Rice
Chef Erik Bruner-Yang of Toki Underground prepares his Suan Cai Pork Belly and Rice
The winning dish! Chef Fabrice Reymond's Aumoniere
The winning dish! Chef Fabrice Reymond’s Aumoniere
The Marketing Werks PR team review production notes with Spike
The Marketing Werks PR team review production notes with Spike
Contest winners took home gift cards from the participating restaurants and a collection of Kraut Rocks gear
Contest winners took home gift cards from the participating restaurants and a collection of Kraut Rocks gear

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.

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