Super charming German campaign: a celebration of “Abendbrot,” bread time, a communal pillar of German family life. Part of CarlNann’s successful repositioning of the traditional brand RÜGENWALDER, mostly known for their meat sausages. They recently announced that last year they sold more non-meat products than meat products for the first time. “It tastes best when it tastes good for everyone” is their inclusive new claim.
Where in advertising can you double down on expressive free jazz drumming? With California Music, we casted a few international jazz drummers to get the most emotional session. Super reduced with Rügenwalder’s iconic musical theme boiled down to simple humming and whistling.
And now let’s have a slice of bread, dear friends.
Agency: CarlNann. Director: Aleksander Bach