Bäckerei Sorger

BÄCKER TOAST

The Sorger bakery has been baking bread since 1688.

The joy of the craft has been passed down for generations and Sorger bread is a cult product in Graz and Styria.

In 2023, Sorger is embarking on a new project: toast. More precisely, lovingly handmade and high-quality bakery toast. We at Hartinger Consulting were not only responsible for the branding and packaging, but also designed and supported the campaign launch.

Project

The Sorger bakery launched a toast bread, sliced and packaged, in three fine varieties: Wheat Sourdough Toast, Grain Toast and Buttermilk Honey Toast. The regional origin and positioning as a quality product are important.

Client:	Sorger Brot
Services:	Strategy, Design, Production
Link:	www.sorgerbrot.at
Year:	2023

Concept

“Baker’s Toast“: the name underlines the quality of the product. It is not just toast from the supermarket, but from fresh from the bakery. As with all other types of bread, bread from the baker simply tastes better. Associations with craftsmanship (handmade) and high quality are awakened.

To emphasize the three varieties of the new toast bread range, we use the product characteristics as names. On the one hand, the varieties are personified by their names and, on the other, they immediately evoke associations with the taste in the minds of the target group, making it easy to distinguish between the three varieties.

THE FLUFFY ONE: Wheat sourdough toast

THE KERNY ONE: Grain toast

THE SWEET ONE: Buttermilk honey toast

Packaging

The packaging variant with a wide band emphasizes the high quality of the product. In addition to the branding and ingredients on the outside, there is space for descriptions and links to the website on the inside.

Typo & Design

The typo and design are based on Sorger’s already established corporate design. Nevertheless, the toast is given its own touch.

Strategy

The bread for all occasions: Toast from Sorger is an all-rounder. It is a bread for all occasions, with countless possibilities. Whether breakfast toast, ham and cheese or jam – toast is an all-rounder for quick meals. Practical, versatile, simple.

The campaign is divided into two phases, both online and offline. In phase 1, we not only show that the new Sorger Toast is available in three delicious varieties, but also that it is a versatile and practical product. A toast block is a cookbook full of possibilities.

In phase 2, we want to go one step further, address the target groups directly and encourage them to buy. Due to its versatility, toast is something for everyone – whether business(wo)man, families, sports(wo)man or student. Sorger toast can offer added value to everyone in every meal situation.

Campaign

The performance marketing campaign is run in parallel with the out-of-home measures. The aim is to generate an “online buzz“. Potential customers are addressed via Meta and Google and targeted with various topics and videos in their everyday life.