The Belgian frankfurter market has been dominated by canned products for a long time – and still is. The Zwan brand is the undisputable market leader. Wanting to break this trend, Herta launches a counter campaign with Knacki, a freshly packed frankfurter brand. The 2005 radio campaign positions Knacki as the ‘real frankfurter’, crisp on the outside and tender on the inside. This as opposed to the canned frankfurters being wet and flabby. The radio commercials feature canned frankfurter sausages trying to enter the fresh foods department, where they are stopped by the real Knacki frankfurter.