Schäfers Backstube
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
Chemnitz will be the European Capital of Culture in 2025 - the perfect stage for Schäfer's bakery to put itself in the spotlight with a creative image campaign. We quickly declared the delicious baked goods to be cultural assets, integrated them into the city's landmarks and declared our love for Chemnitz. Three signature motifs characterized the city, accompanied by social media and PR. The campaign reached over 460,000 people and resulted in additional sales of over €200,000. Impressive proof of how effective local image campaigns can be!
The Jury‘s Statement
Schäfers Backstube, a bakery rich in tradition, has impressively demonstrated how local brand work can achieve cultural relevance with its campaign. By integrating baked goods into iconic landmarks of Chemnitz, the campaign created a sophisticated and emotionally charged visual language that subtly fused tradition with regional identity. Complementary measures on social media and in PR amplified this message, reaching a wide audience. This project set standards for clear and impactful brand communication, embodying both local connection and strategic precision.
