Knack & Back's 'Meine Pizzeria' Enlists Otto, Dagi Bee and Célo & Abdï
Dr. Oetker's Knack & Back dough brand and agency Zum goldenen Hirschen have built a social-first campaign around three very different star acts — comedian Otto Waalkes, influencer Dagi Bee and rap duo Célo & Abdï — targeting roughly 200 million impressions.
One Product, Three Very Different Faces
Knack & Back's new umbrella campaign, 'Meine Pizzeria – Und was machst du drauf!' ('My Pizzeria – And what do you put on it!'), hands its refrigerated pizza dough to three testimonials who could hardly be more different: national-treasure comedian Otto Waalkes, YouTube-era influencer Dagi Bee, and Frankfurt rap duo Célo & Abdï.
Each creates a personal pizza and banters with the product, developed by Cologne agency Zum goldenen Hirschen. The idea is simple but smart: the dough is the constant, and the wildly different toppings make the brand's versatility the whole story.
A Social-First Media Plan Built for Reach
This is not a TV-led push. The campaign runs social-first across Meta, TikTok, Twitch and YouTube, extended through ad-supported streaming on Amazon Prime, Disney+ and Netflix — a media mix chosen to hit distinct age groups on the platforms where each testimonial already lives.
The stated goal is around 200 million impressions and roughly 10 million people reached between late August and late October 2026. In-store, it lands with secondary placements, wobblers, couponing, cashback and sampling — closing the loop from feed to fridge.
Why Casting Contrast Works
The clever move here is casting for contrast rather than fit. Otto reaches older, mainstream Germany; Dagi Bee owns a younger, female-skewing social audience; Célo & Abdï bring cultural credibility and a very different fanbase. One product, three non-overlapping audiences.
It's a neat answer to fragmented attention: instead of one hero ad chasing everyone, the brand fields three creator-native executions that each feel at home in their own corner of the internet.
Marketing Minute's Read
Our take: matching the messenger to the platform beats one-size-fits-all every time. If you can't afford three celebrities, the principle still scales — cast two or three creators whose audiences barely overlap and let each interpret the product in their own voice.
The tell that this is built for 2026 is the streaming layer. Putting the same idea into ad-supported Prime, Disney+ and Netflix inventory shows how connected TV is quietly absorbing budgets that once went straight to linear.
Quick FAQ
Who is behind the Knack & Back 'Meine Pizzeria' campaign?
Dr. Oetker's Knack & Back brand, created by Cologne agency Zum goldenen Hirschen, starring Otto Waalkes, Dagi Bee and rap duo Célo & Abdï.
How big is the campaign?
It targets around 200 million impressions and about 10 million people reached, running social-first from late August to late October 2026.
Where does the campaign run?
Meta, TikTok, Twitch and YouTube, plus ad-supported streaming on Amazon Prime, Disney+ and Netflix, backed by in-store promotions and sampling.
Casting three stars whose audiences barely overlap is the sharpest idea here. One product, three voices, three corners of the internet — that's how you buy reach without buying blandness. Even on a small budget, the lesson holds: match the messenger to the platform, and let each creator make the product their own. — Daniel Nikolla, Founder of Merx Marketing
Don't cast for fit — cast for contrast: three creators with non-overlapping audiences will out-reach one hero ad trying to please everyone.
When you pick a face for your brand, are you chasing the biggest name — or the audience you don't already reach?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Presseportal, HORIZONT, Zum goldenen Hirschen.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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