PICK attacks on the salami front: the campaign for Generation Z educates and entertains

By: Trademagazin Date: 2025. 03. 27. 11:40

PICK Winter Salami has been an indispensable part of Hungarian tables for more than a century and a half, but the brand has now turned to a target group that we rarely see in the focus of meat industry communication: it is addressing the Z-generation with a fresh, educational campaign. The goal? To show young people that salami is not only delicious, but also a real specialty in its category.

Noble mold can also be trendy

The special feature of the activity, which will start in March 2025, is that it combines an authentic presentation of product properties with an entertaining, “edutainment” format. The campaign focuses on the most important characteristics of PICK Winter Salami: the natural noble mold, the traditional maturation process of at least 80 days and the recipe that has not changed for more than 155 years. All of this is served in a form that is also edible for the younger target group – in fact, it is particularly attractive.

Salami teaches with TikTok characters

The campaign, written by the creative agency Be Social, will start with six vertical, social videos that will run on Facebook, Instagram, TikTok and YouTube. The main character of the videos is Turai Barna, a well-known influencer among GenZ, who introduces PICK’s USPs by taking on the role of cartoonish “salami-consuming” characters. The humorous, situational mini-sketch aims to provide content in addition to entertainment, thus overcoming the information resistance of young consumers.

Quiz on Index – a salami self-discovery journey

The social content is complemented by a playful, educational quiz on the Index portal. Participants can not only find out which type of salami they most resemble, but also learn many interesting facts about the product’s origin, production process and special features. The goal is for PICK to be not just a “classic” brand for them, but a value that they know and recognize.