The “Salzburger Nachrichten” is an Austrian daily newspaper that has been published since 1945 and has since been known for its independent and critical journalism.

As more and more people inform themself on various digital channels, the challenge was clear: "How do you get young people excited about traditional journalism again?”. The objective of the campaign was to increase subscriptions among students. The solution was the world's first edible newspaper, a product that combined taste and knowledge in a novel way. To reach the young, inquisitive target group, the newspaper was distributed at universities with the purpose to increase the interest in traditional journalism.

Overall, the campaign demonstrated how a brand can use innovative and creative strategies to address changing market trends and create a memorable brand experience for its target audience.

To feed the “hunger of knowledge” of the young generation with high quality journalism, the daily newspaper “Salzburger Nachrichten” invented the first edible newspaper. The ingredients besides edible paper and ink: politics, culture, and sports.

The edible newspapers were distributed at universities in Austria.

The strategy of the “Salzburger Nachrichten” was to create a product and a campaign that on the one hand communicates the brand essence "knowledge" and on the other hand makes quality journalism tangible and interesting for a young audience in a completely new way. The campaign claim "Stille deinen Wissenshunger" (Satisfy your hunger for knowledge) fits perfectly with the idea of the edible newspaper. It was distributed at universities to attract the curiosity of students.

The implementation of the campaign for the world's first edible newspaper by the “Salzburger Nachrichten” involved several important steps. At first, the agency developed the concept of the edible newspaper and designed each page to be both visually appealing and delicious. The content was then printed with food color on edible paper, creating a unique product that combines taste and knowledge. Once the product was developed, the “Salzburger Nachrichten” distributed the edible newspapers to students and placed them in high-traffic areas such as student lounges, cafeterias and libraries. The distribution strategy was carefully planned to ensure that the product reached the target group and captured the interest of the young readers.

During the campaign period, the brand saw high growth in the target group (for SN Print +14%, for SN E-Paper +16%) The campaign also generated high awareness among the younger generation. The number of followers on social media increased enormously during the promotion.