Client:        Joseph Brot

Category:  Public Relations 

Media:       Online/Digital, Print, Social Media, Podcast, Radio

Year:          2021

🏆 Awarded GOLD at the Salzburg State Prize for Advertising and Communication 2024, Public Relations category 🏆

The opening campaign of the first Joseph Brot store in Salzburg was entitled “A guest performance becomes a festival”. 1. The planned opening had already been teased in the media a few months beforehand, thereby attracting local attention. 2. Since it was not possible to invite the relevant target groups to the opening event as planned due to the pandemic-related developments, the tables were quickly turned and “bread and salt”, as guests usually bring them to the event, was simply distributed to the guests by the host to communicate the starting signal and the opening of the new shop. A large-scale sampling in a visually appealing presentation consisting of a loaf of Joseph bread, a brioche pastry created especially for Salzburg, the "Mozart button" and of course salt provettes, packed in a linen bag, was created. The distribution was made to B2B & B2C contacts, both in the immediate operational environment of the new bakery and to relevant local opinion leaders, well-known restaurateurs and of course to influencers with a wide reach and/or affinity with the topic. This sampling campaign was accompanied by extensive editorial press work in the form of interviews and 1:1 appointments as well as an accompanying photo shoot and the recording of a podcast. By using these different communication tools, the new Joseph Brot shop developed into the place-to-shop in Salzburg from day one.