When humour became part of Schysst Käk's product experience

Schysst Käk turned an ordinary kebab sauce into a social gift. Through a simple but creative Såsogram ("Sauce-o-gram"), it created attention, engagement and a strong brand connection. The campaign shows how an idea fully rooted in the brand's personality can have a big impact with relatively small resources.

Challenges

Create attention around a single product category (sauces).

Build engagement among a younger target group and families with children.

Find an activity that both strengthens the brand and drives organic reach.

Create added value without large product or media investments.

Goal

Increase awareness of Schysst Käk's sauce range.

Reinforce the brand's humorous and light-hearted personality.

Increase interest in the products in store.

Strengthen the relationship with retail and resellers.

Create a scalable campaign model for future activations.

Strategy

Såsogram

Instead of communicating the product in a traditional way, Schysst Käk created a new use for the product.

Through the concept "Såsogram", consumers could send a kebab sauce to someone they care about via their mobile phone. The campaign was built on a simple but unexpected idea: if you can send ice cream and chocolate digitally, why not kebab sauce? The playful idea was entirely in line with the brand's personality and created immediate news value.

Solution

Created a unique product experience

Schysst Käk launched a digital "Såsogram" where the recipient was sent a kebab sauce of their choice via their mobile. The product became both a message and a gift at the same time.

Built the communication around humour

The campaign was driven by the message:

"Finding it hard to put it into words? Say it with sauce."

The humorous tone made the campaign feel natural for the target group and consistent with the brand's identity.

Integrated digital and physical touchpoints

The activation was communicated via Schysst Käk's own social channels, such as Instagram and TikTok, and through QR codes on POS materials in store. This created a clear link between digital communication and retail.

Results

"All we had to do was supply our graphics and copy, and the Send a Gift site was up within a week or so."

Jonas Maandi Wallin, Schysst käk

The campaign created a well-received activity that:

Generated attention around the sauce range.
Reinforced Schysst Käk's humorous brand profile.
Contributed to engagement on social channels.
Strengthened the relationship with retail chains through a campaign that also created activity in the store environment.
Showed that simple and creative ideas can make a big impact without extensive production.

3 success factors

1

The brand lived in the campaign idea itself

The Såsogram wasn't just a campaign – it was an expression of Schysst Käk's personality. Humour, simplicity and self-irony were built into the solution itself.

2

A simple idea with high talkability

Sending someone a kebab sauce is unexpected, easy to understand and easy to share. It created natural attention without requiring complex communication.

3

A seamless link between digital and store

By combining social media, mobile distribution and POS materials, the campaign was able to create value both for consumers and for retail.