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Vegetarian product meets gaming

When we teamed up with Rügenwalder Mühle to think about how to make a vegan BBQ event really sizzle, we weren’t just thinking about grilling. The goal? To inspire the Twitch community for the new product “Vegetarischer Mühlen Snack,” generate clicks, and of course, distribute some fancy prizes among the people. Spoiler alert: It worked.



  • Increase brand awareness of Rügenwalder Mühle within the Twitch community.
  • Accompanying marketing for product launch
  • Generating clicks to the campaign page
  • Conceptual and technical implementation of the live stream
  • User-generated content through a photo contest





Planning & strategy

Our plan was twofold: firstly, establish a consistent presence through MckyTV in his streams to familiarize the community with Rügenwalder Mühle products. Then, follow up with a big event - the BBQ Bash - to elevate the partnership to the next level and actively engage the community. And with guests like Amar and xTheSolution, we ensured the attention of the entire Twitch community.

Twitch partnership

Over several months, MckyTV consistently promoted Rügenwalder Mühle in his streams, informed viewers about the new product “Vegetarischer Mühlen Snack,” and demonstrated the versatility of vegetarian diet options.

Event Stream "BBQ BASH"

The highlight of this partnership was the BBQ Bash event stream in August 2021, where viewers could admire the influencers' grilling skills, participate in a photo contest, and win amazing prizes such as a PS5, a RECARO gaming chair, and a Logitech mouse & keyboard set. And yes, the community was excited.


After extinguishing the grill and distributing the prizes, it’s time to celebrate the results. The numbers speak for themselves, showing that we not only produced hot coals but also hot KPIs (Key Performance Indicators).

Target audience demographics

Young adults aged 18 to 24


Average watch time (H)


2.5 hours of average livestream 15.000 Zuschauern


Unique Viewer

Over 750 Usergenerated Content Pieces

Over 1 Mio

Total impressions

Campaign highlights

A picture is worth a thousand words, and videos… well, they say even more. Here’s a brief glimpse into the BBQ Bash event.