Haute Dog
Unox x Tobias Camman
2026
Unox knakworsten are the most accessible sausage on the shelf: easy, affordable, and familiar. But how do we convince Gen-Z that Unox is the quality you wouldn’t mind paying a premium for?
There's a clear food trend worth tapping into: the chicken nugget with caviar was 2025's viral snack of the year. The insight behind it is a growing mix of "high" culture (luxury fashion, fine dining) and "low" culture (everyday products, fast food).
We challenge self-proclaimed food snob and chef Tobias Camman to use his taste and technique to elevate the Unox knakworst — hopefully sparking the next viral food trend in the process.
In a stylish setting, we watch him transform the knakworst into a visual masterpiece.
Of course, there's a playful wink to today's sometimes over-the-top food culture, but the core message is genuine: with a little creativity, you can turn a familiar classic into something surprisingly delicious.
Hope you’re hungry! 👇🏼
Knak-Monsieur
The final knakworst is the vacation edition. Because, we Dutch tend to take our own food with us to that campsites in southern Europe. Thus, also knakworsten.
Tobias’ favorite vacation country is France, and so he made a recipe for a knak-monsieur.
Bon appetit!
Festival Knak
The knakworst is one of the most convenient food items to bring to a festival. Tobias made an elevated recipe, so that its not only convenient, but also tasty. With crisps, a spicy saus, and some kimchi for the probiotics. And of course, all ingredients can stand the heat of the tent.
Oranje Knak
The world cup turns all of the Netherlands orange! We wanted to embrace this momentum and make it a knakworst eating moment.
So, we made it completely orange, with Dutch ‘zuur’ and some crunch. And of course, easy to make as a midnight post-match snack.
Hup Holland Hup!