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From the 13th Annual Shorty Awards

Wienerschnitzel Instagram Rebranding

Entered in Art Direction, Food & Beverage, Instagram

About this entry

Since 1961, fun has always been the foundation at Wienerschnitzel. Yet, our fans may have forgotten about it—in part due to the endless scroll of the “same ‘ol same ‘ol” that fills their feed. So, we gave our nostalgic brand a fun facelift with an eccentric combination of illustration, photography and design that’s hard to ignore, and even harder to forget. Partnering with photographers, food stylists and illustrators, we put it all together to transform our feed into something new, but totally Wienerschnitzel.

Why does this entry deserve to win?

Strategically, social media was the perfect test platform for a re-brand: quick to implement, quick to test & track, as well as the primary 1:1 interaction for consumers in 2020. We went forward with rolling out our re-brand on social, with an eye to expand to other channels once success was proven. 

We reviewed Wienerschnitzel’s brand tenets, and distilled that into a social brand look & feel using a voice & tone that was in line with Wienerschnitzel’s core brand, but elevated it to address new consumers and re-engage existing fans.


Short-term, we saw huge increases in key KPIs on Instagram, indicating the quick reaction garnered by our updated look & feel. 

Long term, we saw a sustained improvement across all platforms, and with our lead platform (Instagram). 


Entrant Company / Organization Name

INNOCEAN USA, Wienerschnitzel


Entry Credits