With #WURSTPROMOTER, Rügenwalder Mühle proved that a great idea doesn’t need a huge budget to make an impact with socially conscious pop culture fans. By leveraging its role as official catering partner at Taylor Swift’s sold-out Hamburg concert, Rügenwalder turned a simple job ad into a once-in-a-lifetime fan experience. The campaign generated €32M in earned media, 500M PR impressions – and made Rügenwalder Mühle the ultimate partner in crime for our young target group.