Uli Hoeneß, president of Bayern Munich soccer club, is also the owner of Germany's largest NürnBERGER Sausage company, a fact not widely known until now.
The idea:
Why not create the "NürnBURGER" in collaboration with Uli, cleverly playing on the wordplay between 'Burger' and 'Berger': To market the product, we had Uli personally engage with distributors. Who better to promote the invention than the man behind it? However, given Uli's popularity in soccer, the challenge was that everyone only wanted to discuss soccer with him.
To overcome this, we decided to send him undercover.
The challenge: We faced the hurdle of having no media budget.
My Role: Creative Direction
Client: McDonald's
Agency: Neue Digitale/Razorfish