The idea was simple: we created a series of content showing different people that could now eat gummies. And this included a model wearing a hijab, that could finally enjoy gummies without pork gelatine. This was the first time a german brand publicaly acknowledged muslims as their target audience.

The campaign posts with the hijab wearing model immediately triggered a reaction from our target audience, acknowleging the brand as a forward-thinking one. On the other hand, the conservatives started a strong reaction and it then got the attention of Germany's extreme right party, the AFD. They started a backlash campaign on twitter, #boykottkatjes, and that caught the attention of Germany's most important tv channels, newspapers and magazines.

Our campaign was embraced by our target audience, who showed full support agains the backlash campaign promoted by the extreme right wing party, the AFD. There was a great increase of the number of social media followers and an impressive increase of sales boost of 58%.