The new advertising campaign for MILRAM Hotties Grilltaler humorously highlights the biggest problem with conventional grilling cheese: the loud squeaking when you chew it. Under the official motto "Crispy on the outside, juicy on the inside... and no squeaking," the TV commercial shows you how relaxed grilling can be without any background noise.
Food stylist Nadine Page was on set in South Africa to ensure the perfect look for the MILRAM Hotties, the new heroes on your grill.
Nadine Page is a renowned food and prop stylist based in Berlin and New York, regularly booked for major brand and food campaigns (such as McDonald's, Netto, and Lieferando). As a professional food stylist, Nadine Page ensures that the cheese looks exactly as the concept demands on camera – in this case, extremely juicy, with perfect browning and ideal consistency.
MILRAM advertises its Hotties as a year-round product that can be prepared not only on the grill, but also in a pan, oven, or air fryer. They are available in three varieties: Natural (made with MILRAM Nordlicht semi-hard cheese), Herb (with mozzarella and Burländer cheese for extra juiciness), and Mediterranean (with a marinade that has a slightly barbecue-like flavor).
MILRAM is a long-established German brand belonging to the cooperative DMK Group, known for its wide range of North German-style milk and cheese products as well as innovative plant-based alternatives. The DMK Group (Deutsches Milchkontor) is Germany's largest dairy cooperative, processing approximately 5.1 billion kilograms of milk annually at more than 20 locations in Germany and the Netherlands. Owned by thousands of dairy farmers, the company most recently generated annual sales of €5.3 billion.
In 2026, the DMK Group and the Swedish-Danish cooperative Arla Foods officially merged. The two giants now operate under the name Arla Foods. This resulted in the creation of Europe's leading dairy cooperative by far, with annual sales exceeding €20 billion and approximately 28,800 employees.
The Hamburg-based advertising agency Brand Lounge, specifically Christian Labonté (Managing Director of Creative), is responsible for the creative development and implementation of the MILRAM Hotties campaign. He is responsible for the core creative concept, the humorous idea of the "silent grilling cheese," and the entire visual and content-related execution of the campaign.
Dajana Weers (Managing Director of Consulting) led the strategic brand management and oversaw the overall coordination of the budget for the client, MILRAM. On the client side at the DMK Group, the brand launch is being strategically managed by Matthias Rensch (Chief Operating Officer of DMK Brand) and the internal MILRAM Brand Management team.
The commercial was filmed in Cape Town by the Berlin-based film production company Film Deluxe. Daniel Schröder was the on-set photographer.
Food stylist Nadine Page is represented by the Munich-based agency STILLSTARS.
