Bad Reichenhaller -
Without Iodine.

The project

To create awareness for and increase the relevance of the Bad Reichenhaller table-top salt.

The Challenge

To create a convincing campaign in which a non-health brand takes up the cause of health education.

The Solution

What do chaotic living rooms, lonely ponies and misused permanent markers have to do with table salt? All ofthis can be explained by iodine deficiency. At least in the new Bad Reichenhaller campaign through which
Germany’s best-known salt brand draws attention to this widespread deficiency.

The Result

A likeable everyday hero experiences the consequences of iodine deficiency in crazy chain reactions.
Conceived as YouTube-First videos, the 25-second main film and two 10-second cutdowns convince with
humorous storylines and excellent implementation. In line with the digital strategy, the campaign was also
widely advertised via in-game ads.