Delicia Zero Brand Experience at the Bakery Rave
With Delicia Zero sweetening both the ingredients and the presentation, around 1,200 visitors enjoyed the Bakery Rave hosted by Jung Bakery—all without any added sugar.
When Jam Becomes the Delicia Zero Brand Experience
Delicia’s sugar-free Delicia Zero jams were the focus of an unusual brand collaboration: The agency Inhalt und Form, together with the Zurich-based bakery Jung, created a brand experience that went far beyond traditional event sponsorship. Around 1,200 visitors to the Bakery Rave experienced Delicia Zero’s brand promise—’sweet enjoyment with no added sugar«—in a delightful and playful way.
Instead of relying on conventional advertising tactics, the organizers created numerous touchpoints that blended organically into the Day Rave setting. Sweet Experience Marketing with zero added sugar—that’s the concept in a nutshell.
«Eat a Proper Breakfast» – Tasting and Decor as Brand Moments
In keeping with Delicia’s core message, «Eat a Proper Breakfast,» an unconventional tasting featured delicacies reportedly created especially for the occasion: from classic Gompfi bread to gourmet ingredients for granola and sandwiches. The Delicia Zero jams reportedly went over a big hit with everyone.
According to the press release, context-specific posters and stickers featuring situation-based slogans brought smiles to people’s faces and further lifted the already great atmosphere. Delicia jam jars served as decorative elements, seamlessly rounding out the brand’s presence throughout the entire event. The event organizers also had the morning grouches among the guests in mind: a bed and branded sleep masks were set up near the dance floor. To wrap things up, every visitor received two jars of Delicia Zero jam to take a piece of the party atmosphere home with them.
Social Media Ads and DOOH in the Run-up
The event was preceded by targeted promotional efforts: In the run-up to the event, the Bakery Rave was promoted via social media ads and on digital out-of-home (DOOH) displays. According to the press release, Delicia reached people who are highly conscious of both enjoyment and health—a perfect brand fit for its sugar-free product line.
Responsible at Hero: Anninka Kraus (Head of Marketing), Neele Eggs (Marketing Manager); Responsible for content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), David Hugentobler (Creative Director), Caroline Minar (Senior Art Director), Mato Bilic (Motion Designer), Curdin Montalta (Polygraph), Beri Günüc (Project Manager); Person in charge at Jung Bäckerei: Pjeter Musollaj (Head of Marketing and Communications), Domagoj Palcec/@simplicity_doma (Photo & Video);
