Vienna is famous for many things, yet celebrated for its tasty Schnitzel, a meat cutlet first breaded, then fried. To launch the city's TikTok channel, we therefore decided to bring two worlds together by focusing solely on breaded content.

Served by Vienna’s award-winning chef Lukas Mraz, we created a series of ten videos trying to finally figure it out: Will it Schnitzel? Sachertorte, Beuschel, apple strudel, Kaiser roll with Extrawurst, original Mannerschnitten, Viennese soap, a bottle of red wine, Schwedenbomben, candied violets, or a hand-crafted Mühlbauer hat. Lukas Mraz started schnitzeling authentic Viennese things that had never been schnitzeled before. When he ran out of ideas, he even started deep frying his favorite suggestions commented by the followers and fans, gaining up to 8.2 million impressions. But more importantly, giving people another good reason to visit the world’s most livable, and schnitzable, city in the world, Vienna.

"Will it Schnitzel?" is the first social media campaign that focuses exclusively on breaded content. To launch the city's TikTok channel, we jumped on this successful recipe: content that generates likes – breaded. Whether it's Sachertorte, Beuschel, apple strudel, Kaiser roll with Extrawurst, Viennese soap, Mannerschnitten, a bottle of red wine, Schwedenbomben, candied violets, or a handcrafted Mühlbauer hat. When he ran out of ideas, Mraz simply schnitzeled the suggestions from his favorite comments.

Served by Vienna's award-winning chef Lukas Mraz, a series of 10 videos was created, all of which answer the same question: “Will it Schnitzel?” Already in the initial concept phase, it was clear that we wanted to give the Viennese Schnitzel a #Foodtok appearance. But the real success recipe is above all the collaboration with Lukas Mraz, an icon among Viennese top chefs. And the integration of the community, which could determine for itself what would be schnitzeled next.

In a series of 10 videos, Lukas Mraz threw real Viennese originals into his deep fryer. When he ran out of ideas, Mraz simply schnitzeled the suggestions from his favorite comments.

Mraz not only achieved culinary cult status with it but also gained followers and fans. The campaign garnered 8.2 million impressions and generated exceptionally high engagement with user-generated “Will it Schnitzel” suggestions. “Man, I gotta go back to Vienna,” writes one user on TikTok. Additionally, it created new motivation for our target audience to take a trip to the most livable city in the world – Vienna.