Ankerkraut is the Hamburg spice brand that turned a TV moment on Die Höhle der Löwen into a Nestlé acquisition and enduring DTC community.
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See all ads on AdLibrary →Ankerkraut is a Hamburg spice brand founded in 2013 by Stefan and Anne Lemcke. After a high-profile appearance on Die Höhle der Löwen that drove viral growth, Nestlé acquired the brand in 2018. Known for premium BBQ blends and a loyal DTC community, Ankerkraut expanded into retail while maintaining its craft identity.
Ankerkraut's advertising blends community content — grilling photography, recipe videos — with seasonal performance campaigns around BBQ season (April–September). The brand's loyal community generates high volumes of UGC that is repurposed into paid creative. Post-acquisition by Nestlé, media budgets scaled while brand voice remained craft-authentic. See current campaigns at AdLibrary.
Instagram is Ankerkraut's strongest organic channel — grilling culture and food photography align perfectly with the visual format. Facebook ads target households with high BBQ intent, particularly in the April–August window. Amazon advertising is a significant parallel channel given strong marketplace presence.
Copy celebrates the craft of grilling and cooking — 'für alle, die kochen lieben'. Product names are evocative and regional (Ankerkraut Hamburg). Gift set creative dominates Q4. The brand leans into its Hamburg origin and founder story even post-acquisition, maintaining authenticity signals.
Ankerkraut demonstrates that a TV moment, even without an investment deal, can be the catalyst for brand breakout — the Höhle der Löwen appearance drove more value through awareness than any investment would have. For DTC brands: earned media events can outperform paid campaigns if the brand story is compelling.
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