Observed Signal · Jul 30, 2026 · Campaign · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Bahlsen and KNSK launch 'Try It Cold' social campaign
Bahlsen, together with social-media agency KNSK, has launched a social-first summer campaign called "Try it Cold" promoting Messino cookies by giving away a limited-edition, handmade cooler bag designed with Hamburg label Skörl. KNSK — which won Bahlsen's social-media account in April — produced the campaign and will activate it across Instagram, Facebook, YouTube and Pinterest using Reels, image ads, POV carousels, creator content and a giveaway. The campaign runs until 6 September; the Instagram giveaway for ten cooler bags takes place from 31 July to 7 August. KNSK and Bahlsen executives framed the cooler bag as a product extension of the campaign and a social collectible.
Brand-level social-first campaign and influencer activation signal ongoing agency work and creative production trends in paid social, but it is not industry-shifting or a major platform policy/technical update.
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Key Takeaways & Evidence Grounding
- Bahlsen and agency KNSK created a social-first campaign called "Try it Cold" to promote Messino cookies.
- KNSK won the Bahlsen social-media account in April and produced the campaign in its own production unit.
- A limited-edition cooler bag, designed and handmade with designer Annlena Skörl Maul (label Skörl, Hamburg), is being raffled as part of a giveaway — 10 bags in total.
- The campaign is activated on Instagram, Facebook, YouTube and Pinterest using Reels, image ads, POV carousels, creator content and a giveaway.
- Campaign runtime is until 2026-09-06; the Instagram giveaway runs from 2026-07-31 to 2026-08-07.
Connected Companies & Entities
1 Entity mapped“KNSK told HORIZONT that which creators will participate in the campaign is not yet final....”
Ontology Mapping & Concepts
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