The Challenge
How do you make convenience store products feel entertaining instead of promotional?
Instead of talking about snacks, we turned them into a competition.
Together with creators Ronny Berger and Knirpz, we produced a 10-part Instagram Reel series where both creators faced funny snack challenges using products available at the stations Restaurants and Cafes. Every episode introduced a new duel—from blind tastings to eating without hands—creating an ongoing competition audiences wanted to follow.
Rather than interrupting people’s feeds with advertising, the campaign behaved like creator content first and branded content second.
The Idea
Snack Duell was designed as an episodic social media format.
Every Reel featured a new challenge.
Every challenge earned points.
Every episode ended with a cliffhanger.
The audience kept coming back to see who would win the next round—and ultimately the entire tournament.
This recurring format transformed ordinary train station snacks into entertaining social content while naturally showcasing the retail brands available inside the station.
Results
The series generated impressive reach across Instagram, Facebook and YouTube.
Meta (Instagram + Facebook)
- 🚀 2.36M people reached
- 👀 5.57M impressions
- ▶️ 2.35M video views
- ❤️ 48,139 interactions
- 🔁 1,186 shares
- 🔖 1,204 saves
- 💬 45,390 reactions
The strongest-performing Reel alone reached over 462,000 people with more than 575,000 impressions, proving that entertaining creator content consistently outperformed traditional branded communication.
YouTube
The series continued its momentum on YouTube:
- ▶️ 2.29M views
- 👥 1.04M unique reach
- ⏱️ 91.2% average watch duration
- 👍 663 likes
Why it worked
The campaign wasn’t built around products—it was built around personalities.
Ronny and Knirpz already knew how to entertain their communities, so the content felt native to social media instead of looking like an ad.
Fast edits, recurring formats, cliffhangers and playful competition kept viewers watching, while every challenge naturally integrated products from the station stores without interrupting the entertainment.
The result was a branded content series people actually wanted to follow.
