Meteorite impact near Vienna: A culinary adventure begins!

Meteorite impact near Vienna: A culinary adventure begins!

A massive meteorite impact? What sounds like the plot of a Hollywood film is actually the creative hook for the latest campaign from Austria Advertising (ÖW). With the content series “Spice from Space”, the ÖW wants to bring Austria’s culinary diversity closer to an international audience. Launched on July 7, 2025, this story, presented in mockumentary style, draws viewers into the world of Austrian gastronomy. The details are on the specially created landing page spicefromspace.com Available for those interested, both in German and English.

The focus is on the innkeeper couple Werner Tschiedel and Julia Weber from Burgenland, who embody modern tavern flair with their Gasthaus Ziegelwerk. They are supported by a farming couple, Bertram and Gisela, who are also part of the story. A creative highlight are the merchandise ideas such as “meteorite soup” and “spaceballs” – an amusing link between the fictional meteorite and real, delicious cuisine.

Culinary year 2025: Michelin Guide returns

The campaign is part of a broader strategy to promote gastronomy in Austria. The new selection of the MICHELIN Guide for Austria will be presented in Hangar-7 in Salzburg on January 21, 2025. The return of the guide, who was last active in 2009, deserves special attention. While previously only Vienna and Salzburg were represented, the entire diversity of Austrian gastronomy is now also recognized. This initiative falls in the middle of the national tourism strategy “Plan T”, which aims to reposition Austria as a gourmet destination. The cooperation between Austrian advertising and state tourism organizations and the Chamber of Commerce also plays a crucial role here Exchange Express reported.

The “Culinary Showroom” sets another milestone, contributing to the international communication of Austria’s neoliberal culinary excellence. The aim is to put regional chefs and their culinary works of art in the right light. AMA Marketing is also heavily involved in the implementation of the Austrian culinary strategy and shows how important culinary initiatives are for tourism Regions of enjoyment describes.

A look into the future of Austrian cuisine

Julia Weber, one of the campaign ambassadors, sees it as an honor to present her country's culinary diversity internationally. “It is an honor that we can present our delicacies so vividly on a global scale,” she explains. The campaign will be targeted in key culinary markets such as Germany, Switzerland and the USA, and uses digital platforms such as Instagram, Facebook, TikTok and YouTube to reach a broad audience. As Sandra Stichauner, CMO of ÖW, emphasizes: “The cuisine is not only an important attraction for tourists, but also consolidates our brand positioning on the international stage.”

With a clever mix of traditional hospitality and innovative marketing strategies, Austria is breaking new ground in culinary communication. The coming months promise an exciting journey through the flavors and stories this country has to offer.