Run on an English radio station with an English-speaking audience, our German radio spot was literally speaking a different language than every other ad in the market.

Leaving listeners attempting to translate on the fly, searching for the few words they might recognize and attempting to decipher our message. Which we put a finer point on with our English payoff at the end.

To introduce Schneiders’ new authentic German salami, we told people all about it in the most authentically German way possible. Speaking in German.

Our German announcer talks in detail about all about the ingredients and craftsmanship that go into the salami to make it so authentic. A comprehensive list of RTB’s and flavour cues straight from the packaging, but in a language completely foreign to its listeners.