Challenge

With the launch of the new “Like WOW Döner,” Like (formerly LikeMeat) wanted to stand out not only in the chilled aisle but also grow into a genuine social-first love brand. The mission: reach a young TikTok audience, sharpen the brand positioning, and turn For You Page visibility into supermarket sales, without looking or feeling like traditional advertising.

Solution

Instead of relying on a classic testimonial, we embraced genuine co-creation with TikTok creator Clemens Brock, aka “Der Vadder.” His personality and content became the core of the campaign, both online and offline: from entertaining TikTok assets and behind-the-scenes moments in Berlin to placing his face on the “Like WOW Döner” packaging and on life-sized in-store displays. Combined with smart media targeting, this created a seamless link between feed and food.

Result

Our approach paid off: within six months, Like increased its online brand awareness by 19% and achieved a 14% boost in “Like WOW Döner” sales. On TikTok, the brand gained more than 70,000 new followers and, now at over 150,000, has become the most successful plant-based German brand on the platform. A campaign that builds awareness, grows community, and drives sales, all at once.