“Hauchnah an deinem Star“: Rügenwalder Mühle and Serviceplan Group Give Pop Fans €100,000 Worth of Media Space
“Hauchnah an deinem Star“: Rügenwalder Mühle and Serviceplan Group Give Pop Fans €100,000 Worth of Media Space
“Hauchnah an deinem Star“: Rügenwalder Mühle and Serviceplan Group Give Pop Fans €100,000 Worth of Media Space
Rügenwalder Mühle, in collaboration with Serviceplan Hamburg and Serviceplan Culture, gave fans of a global pop star in Berlin media space valued at over €100,000 — reinforcing the idea that modern brands should be enablers, not just advertisers, by connecting through community, culture, and emotion.
Bad Zwischenahn / Berlin, May 12, 2025 – To celebrate the concert of a world-famous pop star last Friday, Rügenwalder Mühle, alongside Serviceplan Hamburg, Serviceplan Culture, and Mediaplus Hamburg, turned the streets of Berlin and the Uber Arena into a massive fan poster. Instead of traditional product ads, messages like “I love you more than avocado” and “If you spot this sign, blink twice – we’ll freak out together” were displayed in the German capital.
Under the slogan “Hauchnah an deinem Star” (Close to Your Star), the market leader in vegetarian and vegan meat alternatives invited fans to submit their own poster designs. These were then displayed on digital out-of-home (DooH) screens, mobile trucks, wild postings, arena screens, and even by jogging teams carrying posters along the artist’s expected route. The campaign was further amplified through targeted social ads near the concert venue.
The result: a cityscape transformed into a tribute to fan culture — powered by a brand giving space, not just taking it.
“We don’t just want to advertise — we want to enable,” said Steffen Zeller, CMO of Rügenwalder Mühle. “By handing over our media space to fans, we’re creating real value for the community. Relevance matters more to us than predictable product messaging.”
A Brand at the Crossroads of Fandom and Pop Culture
This campaign marks a new milestone in Rügenwalder Mühle’s efforts to position itself as a culturally connected brand engaging younger audiences through fandom and community. In 2024, the brand and Serviceplan Group made waves in both the food and music industries with the award-winning PR stunt #Wurstpromoter — which earned accolades like the German Media Prize, the 9:16 Award, and Eurobest.
“Our idea shows that brands can be part of pop culture without hijacking it,” said Jakob Eckstein, Managing Director of Serviceplan Hamburg. “Instead, we give the stage to the fan community. Our media placements become megaphones for genuine fan love — and the brand becomes the enabler.”
Hundreds of Posters, One Passionate Community
Hundreds of fans submitted posters ahead of the concert. For the first time, Rügenwalder Mühle used WhatsApp to directly engage with its community. On the day of the show, the campaign became an interactive experience via a fan cube set up at Uber Platz, where fans could create posters on-site and see them displayed in real time on digital screens throughout the arena.
To bring the campaign to life, the brand enlisted the help of fandom experts — including creator Konsi, known for the Berlin meme platform and party series "Schwuppenexpress". Konstantin Meng, who now calls Berlin home, is a DJ, fashion icon, foodie, event organizer, and superfan, known for getting close to stars like Lady Gaga, Miley Cyrus, Katy Perry, and Nicki Minaj — all with a healthy dose of self-aware humor.
“With our latest pop culture hack, we want to show that vegan products, community, and a young generation belong together,” said Zeller. “We don’t just want to be part of buying decisions — we want to be part of joyful moments. Moments that stick.”
Creative Team
The campaign was led by the same strategy and creative team behind the award-winning #Wurstpromoter. Under the leadership of managing directors Jakob Eckstein and Sven Labenz, Serviceplan Hamburg and Serviceplan Culture developed the concept, creative, implementation, PR, and cultural engagement. Mediaplus Hamburg handled media planning and activation. On Rügenwalder Mühle’s side, the campaign was managed by CMO Steffen Zeller and Brand Experience lead Lill Brüggemann.
Note to media: For legal reasons, Rügenwalder Mühle does not name the pop star directly. The concert took place on May 9 at 8 p.m. at the Uber Arena in Berlin.
