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.

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.

ENGLISH ANNCR: Authentic German salami.

Now from Schneiders.

English Back-Translation Script:

GERMAN ANNCR: Our traditional spice blend of nutmeg, coriander and a hint of garlic gives a typical smoky taste and a mild, tangy finish to our Salami after the authentic German recipe.

It’s our most authentic German salami.

For the unique taste, of course, we only use our premium cuts of meat

and we take the time needed to dry-cure it to perfection.

ENGLISH ANNCR: Authentic German salami.

Now from Schneiders.

As-Recorded Script:

GERMAN ANNCR: Unsere traditionelle Gewürzmischung aus Muskatnuss,

Koriander und einem Hauch Knoblauch verleiht der Salami

den typischen Räuchergeschmack und eine leicht würzige Note.

Echte deutsche Salami wie nie zuvor.

Für den hochwertigen Geschmack verwenden wir natürlich nur das

hochwertigste Fleisch und nehmen uns zum trocknen die Zeit,

die perfekter Geschmack braucht.