Bäckerei Zöttl

“täglich Brot” (“Daily bread”) image campaign


Overall concept development

Campaign concept and implementation

Imagery and photo shoot

Headline and copy development


The task
Bäckerei Zöttl is a venerable Munich craft bakery with a history spanning over 150 years. The family-run business has experienced dynamic development over the past few years, opening new locations and updating existing ones. The Bäckerei Zöttl of today has a self-confident and fresh brand image. For the first time, the company has launched a campaign to further boost awareness of the brand and clearly set itself apart from the competition. The campaign clearly presents the long-standing principles of true craftsmanship and quality as well as the bakery’s high standards of its own products. 

Our idea 
We turned the tagline into the campaign headline. We used the motto “täglich Brot” (“Daily bread”) as the basis for developing a communication strategy and image campaign focused specifically on the topic of bread. The five campaign motifs show various varieties of bread in simple, yet striking photographs with warm, deep colours. These convey very clear messages to customers: Our bread is delicious, handmade and consists of only the best ingredients. The quality promise, endorsed by Bernhard Zöttl with his name and short, personal statement, also plays an important role. These aspects communicate the principles of tradition, diligence, handwork, freshness and flavour – all very important for a bakery – in a striking and memorable way. 

The striking large-format motifs are on display throughout the city of Munich. The campaign is supplemented by promotional activities in stores, print media and a microsite: www.taeglich-brot.com. We are also developing a line of merchandise for Bäckerei Zöttl, which will be launched in stores starting in November.

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