Humour, down-to-earth charm, and a wink – these are the constants running through every Steirerkraft campaign of recent years. Let’s take a look back at four advertising lines that show how Steirerkraft has told its story again and again, in new ways.
2014/15: “Honest, Styrian, Steirerkraft”
Under the motto “Honest, Styrian, Steirerkraft” – running since 2011 – the company’s own employees took centre stage: they became the faces of the campaign. Different areas of the business showcased the individual steps behind the quality of Styrian Pumpkin Seed Oil PGI – from the woman who dries the pumpkin seeds, to the man who presses them, to the residue tester and the origin verification officer.
The radio spots brought it all to life with a bit of exaggeration and plenty of wit: each role got its own short, humorous moment in the spotlight – from the flavour expert to the “recipe rocker.”
One of the spots centres on pumpkin seed farmer Georg. In it, he describes the dedication he pours into growing his pumpkins: “I make sure that only the best pumpkin seeds go into the best pumpkin seed oil. I pet them every day, I watch them grow, I even sing them a lullaby.” Whether that’s really true is up for debate – but the message lands: at Steirerkraft, there’s a bit of affection in every single seed. Honest, Styrian, Steirerkraft.
2015/16: Products in the Spotlight
The follow-up campaign in 2015/16 put individual products front and centre: dedicated spots for apple crisps, scarlet runner beans, pumpkin seed crescents, the pumpkin seed oil itself, and the “Nouvöl Cuisine” recipe series. Each product got its own little story on the radio – concise, memorable, and full of that typical Styrian charm.
The scarlet runner bean spot takes it to the most delightful extreme: how do you get Styrian scarlet runner beans to bark? Simply tell them a fresh bottle of Steirerkraft pumpkin seed oil is nearby.
From 2020: “The Elixir of Life for the Styrians”
“They say that Styria produces an unusually high number of successful people, including Hollywood stars. And they say a shimmering green power is what makes such careers possible in the first place: Steirerkraft pumpkin seed oil, the elixir of life for the Styrians.”
That’s how one of ten spots from the new flagship brand campaign begins – a campaign that brought Steirerkraft closer to the people of Styria. It told the story of a special power said to reside in the Styrian oil pumpkin and its oil, one that has defined Styrians for as long as anyone can remember – wrapped in lovingly exaggerated, humorous tales.
For the sound, Steirerkraft drew inspiration from the Styrian regional anthem. Styrian-born stage actor Peter Simonischek and actress Michou Friesz were brought on board as narrators. The campaign ran across Austria with ten radio spots, along with placements in print, online, and social media.
Further spot variations played on different facets of Styrian identity – from the “elixir of life for attractive Styrians” to “for melodious Styrians” and “for visionary Styrians,” to “for warm-hearted,” “sweet-sounding,” and “food-loving Styrians.”
The timing wasn’t a coincidence: the following year, Steirerkraft celebrated its 25th anniversary – underscored by what was already, at that point, its 20th consecutive PGI regional award.
2022: “You Only See Well with Your Palate”
The next chapter of the “Elixir of Life” idea in 2022 leaned fully into Steirerkraft’s core strength: the pumpkin seed and its oil. The established radio campaign with Peter Simonischek was expanded with new spots that told playful, life-loving stories from Styria, touching on climate, food, and the traditional Brettljause (charcuterie board).
The food-themed spot puts it best: “They say you are what you eat. Which would mean you could spot a Styrian by their faintly green-shimmering skin tone and delicate, nutty scent.” Maybe give one a sniff next time you meet!
Visually, the 2022 campaign was playful and unconventional. Two striking, fable-like visuals subtly and colourfully explored new findings about the health-related aspects of the Styrian pumpkin seed.
2025: “Steirerkraft On Ice”
Summer, sunshine, wow moment!
The most recent campaign pairs summer vibes with the brand’s core product: pumpkin seed oil meets vanilla ice cream. The nutty aroma of Steirerkraft pumpkin seed oil and the creamy sweetness of vanilla ice cream come together in an unusual, yet surprisingly harmonious pairing – presented as a simple recipe to try at home, which can even be made as a parfait without an ice cream maker.
The message behind it stays true to Steirerkraft’s style: those who are skeptical at first glance are won over by the first spoonful. “Steirerkraft On Ice” shows that pumpkin seed oil has long since moved beyond salads and savoury dishes.
What comes next? Stay tuned!
