This German Plant-Based Meat Brand Turned Berlin Into a €100,000 Fan-Made Love Letter

As tens of thousands of fans gathered in Berlin for a major global pop concert last Friday, Rügenwalder Mühle - Germany’s leading plant-based meat brand - teamed up with Serviceplan Group to flip the traditional advertising script. Instead of promoting products, they handed over more than €100,000 worth of media space to fans, transforming Berlin into a city-wide tribute wall.

Under the campaign name 'Close to Your Star,' fans were invited to submit homemade posters and messages to their favourite artist. Selected entries - including lines like 'I love you more than avocado' and 'If you spot this sign, blink twice - we’ll freak out together' - were featured across digital out-of-home, mobile poster trucks, wild postings, arena screens, and jogging billboards timed to the artist’s expected route.

“We don't just want to advertise, we want to enable,” says Steffen Zeller, CMO of Rügenwalder Mühle. “By giving the media space to the fans, we are showing that we create real added value for the fan community. Relevance is more important to us than predictable product advertising.”

The activation continued onsite at the Uber Arena, where a custom 'Fan Cube' allowed visitors to create posters live - many of which were displayed instantly on screens in and around the venue. 600+ of posters were submitted ahead of the event, with the brand using WhatsApp to connect directly with its fan community for the first time.

The campaign follows last year’s award-winning #Wurstpromoter stunt, where Rügenwalder Mühle earned attention for hijacking sold-out tour dates with cheeky promo jobs for fans.

“Our idea shows that brands can be part of pop culture without appropriating it. Instead, we provide a stage for the fan community itself,” says Jakob Eckstein, managing director of Serviceplan Hamburg. “The media spaces become mouthpieces for genuine fan love – and the brand becomes the enabler.”

The campaign was led by the same creative and strategy team behind #Wurstpromoter, with Serviceplan Hamburg and Serviceplan Culture overseeing concept, PR, and cultural engagement. Mediaplus Hamburg managed media activation.