Ankerkraut

Taste knows no boundaries: The campaign “The Taste of Ankerkraut” takes you on a culinary journey of discovery. Inspiring flavors become new spice compositions, while films and images make you want to explore the destination for yourself.

Weltmeyster developed the campaign “The Taste of Ankerkraut” with Ankerkraut and staged it in numerous shoots and campaigns. The first culinary voyages of discovery took the team to the USA, Menorca, Finland, India, the East Frisian Islands and Cambodia – and did not stop at Sweden, Namibia and St. Martin.
During these trips, the Ankerkraut team led by Anne and Stefan Lemcke explored the diversity of endemic plants, visited unusual markets and immersed themselves in the culinary traditions of the countries they visited. Back in Germany, new destination spices were created, inspired by the flavors and special features of each region. Each spice was given the campaign and destination name and integrated into the Ankerkraut product range.

At the same time, a participating tour operator developed exclusive trips under the label “The Taste of…”, with travelers receiving two Ankerkraut spices matching the destination in advance. A successful symbiosis between brand, destination and tour operator, which not only opened up new worlds of taste for Ankerkraut, but also placed over 20 destination spices on supermarket shelves and in Ankerkraut stores – thus making the destinations visited directly visible at the POS.

The collaboration between Weltmeyster and Ankerkraut continues: every year, a team of 15 BBQ and food influencers explores a new exciting destination. For three days, they delve deep into the country’s culinary DNA and create authentic dishes with the Ankerkraut range in on-site food building events. Of course, a new spice is also created that captures the essence of the destination visited and enriches Ankerkraut’s product world.