After the debacle with Michael Wendler, Kaufland presents a new advertising figure. This time Knossi adorns the advertising posters – but not everyone thinks that is so great:
Neckarsulm – The Kaufland supermarket advertises on its website and in the brochures with low prices. To make this even more palatable for its customers, Kaufland brought an advertising person on board. This should present the products and thus bind them to actions and emotions. In autumn 2020, the company paid pop singer Michael Wendler and his wife Laura Müller to advertise Kaufland’s goods in commercials. After the 48-year-old only made negative headlines, Kaufland quickly cut off their advertising couple. A new Kaufland advertising medium has been available since the end of February – and it divides opinions on social networks. Reported about it HEIDELBERG24*.
| Companies | Kaufland |
| Seat | Neckarsulm |
| Employee | 132.000 |
—
Kaufland: Knossi becomes a new advertising character – Likes on YouTube made it possible
The “King of the Internet” is now promoting the cheap offers at Kaufland. Jens Heinz Richard Knossalla alias Knossi is the new advertising person, who does not please every customer – but more on that later. On February 26th, Kaufland published a press release that Knossi “asked the retailer on Instagram to declare him regent.” A deal was then agreed between the two of them: If Knossi brings 75,000 likes to a Kaufland spot on YouTube, the entertainer becomes the retailer’s new face. “After one day there were already 84,000 likes. Of course we keep our word and are happy to keep our promise, ”says Christoph Schneider, Managing Director Marketing Germany. 1.4 million people follow the poker player on Instagram and 1.2 million on YouTube.
–
“The cooperation with Knossi gave our campaign a special highlight and at the same time a lot of attention in social media. Here we regularly work with influencers in order to develop new target groups and, in particular, to address younger generations, ”explains Schneider. The “King of Kaufland” campaign will last until March 10th.
Kaufland: Knossi is a new advertising figure – network reacts “horrified”
While the majority of Kaufland followers on Instagram seem to be enthusiastic about the new advertising figure, Twitter users have a completely different opinion. For example, it says on Instagram:
- knossi, mega, know him because my son and I have often seen him on YouTube and must say great, you did exactly the right thing – keep it up
- I think it’s awesome that you as a company a) do such campaigns and b) are so active in the field of social media! Several should be copied.
- The outfit looks great on him, above all you don’t know what the back is like – black tape helps a lot
- Our little son loves your song, he always dances with you
- It is precisely through such great promotions that I love to go shopping at Kaufland, not only the price and the promotions are cool. Some employees are also cool and funny. That’s when shopping at Kaufland begins to be fun.
–
The comments on Twitter are different. Here the users write:
- Just seen that the Knossi also advertises #Kaufland … You can make it even worse after the Wendler
- There are moments when you want the #Wendler back
- Seriously @kaufland?
- I feel sick. I really should be less browsing Facebook #JensKnosalla
- #kaufland is now advertising with #knossi, who became known for having systematically seduced children into gambling on twitch. Great…
- Just as bad as Wendler, but still a Kaufland fan (comment from Instagram)
–
Kaufland: Knossi promotes low prices
Knossi is happy about the new Kaufland brochure
© Screenshot/Instagram/Knossi
–
Knossi is of course celebrating for the Kaufland campaign. On Instagram he writes: “Thanks to you, my face is now on 23 million booklets.” And thanks to him, the advertising spot for the campaign, which has been excising on YouTube since the beginning of January, now has over 13 million views. (jol) *HEIDELBERG24 is an offer from Ippen-Media.
Headline list image: © Kaufland
– –
