Franz Josef Kaiser: Don't Be a Tin Can
We introduced a new communication platform for Franz Josef Kaiser, the premium brand of gourmet specialities, built around the idea that food should not only nourish but also aspire vitality. The campaign challenges consumers to break out of routine with the claim “Don’t be a tin can. Savour life to the fullest.” It reimagines the classic symbol of the can as a trigger for openness and discovery, positioning Franz Josef Kaiser as a guide that connects his timeless elegance with a contemporary lifestyle.
Our creative approach revitalises a heritage brand with a story that is vital, elegant, yet playful. By modernising the figure of Franz Josef as a character who connects tradition and today’s culture, we opened the door for the brand to engage new generations of consumers.
The campaign launches across television, online, radio and outdoor formats, with rollout in seven markets across Central and South-Eastern Europe, from the Czech Republic and Slovakia to Hungary, Romania, Croatia, Serbia and Poland. This regional scale shows that Franz Josef Kaiser communicates consistently while adapting to local audiences, reinforcing its presence as a premium brand across multiple markets.
Production relied on innovative use of technology, integrating artificial intelligence into visual and sound design. A new brand asset, Echoes of the Danube - a reinterpretation of the iconic Blue Danube waltz - was created with AI composer Francesco Albi, providing the brand with a distinctive sonic identity. Together, these elements deliver a campaign that demonstrates how creativity and technology can elevate even a heritage food brand into a modern cultural conversation.
Credits:
Client: GASTON – Franz Josef Kaiser
Agency: McCann Prague
Executive Creative Director: Martin Svetlík
Creative Director: Jindřich Jinoch
Senior Art Directors: Tereza Víznerová, Matěj Rybák
Copywriter: Matěj Bozadžiev
Account Director: Martina Kufová
Account Manager: Tereza Kruberová
PR & Communication Manager: Dany Rotkovsky
Strategy Planner: Aleš Vyhlídal
Production Company: Procoma
Producer: Alžběta Šerclová
Executive Producer: Albert Franc
Director: Petr Dvořák
Director of Photography: Radim Střelka
Costumes: Katarína Chválová
Editing: Mingle Film
Sound Design: Samuel Jurkovič
Bullet Time SFX: Time Busters
Post-production: PFX
Photography: Adam Bartas
Franz Joseph II: Dirk Baier
