Observed Signal · Aug 31, 2026 · Partnership · Source: Meedia · Impact: 2/5 · Sentiment: Positive
Knack & Back Launches Social-First Campaign for New Pizza Dough
Food brand Knack & Back, owned by Cérélia, has launched its largest campaign in years for the new "Meine Pizzeria" pizza dough. Running from late August to late October 2026 in Germany, the social-first and Connected TV (CTV) campaign entirely bypasses linear TV. Developed and managed full-service by creative agency Zum goldenen Hirschen, the initiative targets diverse demographics using three distinct testimonials: comedian Otto Waalkes, influencer Dagi Bee, and hip-hop duo Celo & Abdi. Tailored video spots of 20, 15, and 6 seconds are being distributed across digital platforms like Meta, TikTok, YouTube, Twitch, Netflix, Disney+, and Amazon Prime. Supported by point-of-sale activations, couponing, and retail media, Knack & Back aims to generate approximately 200 million impressions and reach 10 million people.
Highlights a major FMCG advertiser shifting budgets entirely away from linear TV toward a mix of CTV, retail media, and social platforms.
Track Real-Time CTV Signals & Market Shifts
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Knack & Back is bypassing linear TV to launch a major social-first and CTV campaign for its "Meine Pizzeria" product in Germany.
- The campaign is managed full-service by creative agency Zum goldenen Hirschen and features tailored video spots of 20, 15, and 6 seconds.
- It utilizes three diverse testimonials to appeal to different demographics: Otto Waalkes, Dagi Bee, and Celo & Abdi.
- Media distribution spans key digital and OTT streaming platforms, including Meta, TikTok, YouTube, Twitch, Netflix, Disney+, and Amazon Prime.
- Supported by POS activations and retail media, the campaign targets 200 million impressions and a reach of 10 million people.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Picnic launches family-focused media campaign
Dutch online supermarket Picnic has launched a multi-market advertising campaign to support its push for market leadership in Germany and a stated revenue target of €1 billion this year. The campaign — running in Germany, France and the Netherlands and starting regionally around 4 September (with later starts in some Bavarian regions) — centers on recipe content to address meal planning for young families. The media mix combines platform-specific short-form video on Meta, TikTok, Pinterest and YouTube, Connected TV placements (Disney+, Prime Video, Joyn, RTL+, Netflix), regional radio, programmatic DOOH (via a DSP), and a second test of podcast ads on Spotify. Creative work was produced in-house; Düsseldorf-based agency Unbound Media supports media buying for non-social channels. Picnic said it is active from Düsseldorf in over 250 German cities with 2,300 e-vans and set a reach objective of around 400 million contacts across channels; budget was not disclosed.
Meßmer relaunches brand campaign with broad TV presence
Tea brand Meßmer, owned by Ostfriesische Tee Gesellschaft (OTG), has launched a new brand campaign under the theme 'Meßmer bietet Raum für alles, was du fühlst' focusing on self-care. The campaign, starting October 5, includes a new product line 'Selfcare by Meßmer' and will run across social media, CTV, OLV, (D)OOH, and linear TV, aiming for over 380 million consumer contacts. Media planning is handled by EssenceMediacom, with creative by Saint Brand and social media by elbdudler. The campaign features TikTok creator Kati K and others, targeting Gen Z and Millennials. Additional campaign flights for the Klassiker and Ländertees ranges are planned from January 2027 with expanded TV and streaming presence.
Dr. Oetker Boosts TV Ads Around Football and Let's Dance
Dr. Oetker ran its most intensive week of TV advertising in 2026, placing 884 spots across German broadcasters during the seven-day period ending May 4, 2026. According to All Eyes On Screens data, the campaign generated a gross reach of 511 XRP and moved the brand to third place in the weekly advertiser ranking. The company targeted event- and entertainment-led inventory: multiple pizza spots ran around RTL’s Let's Dance (nine spots on Friday producing 39 XRP) and a 'Mia Grande' promotion tied to football-fan incentives aired 253 times, generating 158 XRP. Dr. Oetker concentrated buys on ProSieben/Seven.One Media (ProSieben alone carried 16.9% of its spots) and on RTL/Ad Alliance inventories. The report also notes Amazon and Kaufland led the weekly rankings with roughly 1,999 and 1,656 spots and 771 and 710 XRP respectively.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.