Nutcracker in Stollenland. Annual campaign 2023

11. October 2023

ANNUAL CAMPAIGN 2023

Heavenly. Angels enchant the world of Dresden stollen

Old tradition, new season, new story: The Schutzverband Dresdner Stollen e. V. (Dresden Stollen Protective Association) is taking inspiration from Tchaikovsky’s Nutcracker for its 2023 communications. The “new old” stollen story will be on display and can be experienced from the end of November 2023 as part of a major advertising campaign on posters and digital screens in Bavaria and Baden-Württemberg, on the social media channels of the Dresdner Christstollen brand, and in the brand magazine, which is available free of charge from Dresden stollen bakers.
Hundreds of images were provided by a photo shoot at Albrechtsberg Castle.

The world-famous Christmas pastry between tradition and modernity. Magazine, campaign, and social media are just some of the marketing measures taken by the association, which is responsible for communication surrounding Dresden’s Christmas classic on behalf of its member companies. In addition to classic press work, the focus is primarily on the digital presentation of the brand – on Instagram and Facebook, among other platforms. The most elaborate undertaking is the annual Dresden Stollen Festival, which attracts thousands of visitors on the Saturday before the second Sunday in Advent in the vicinity of the Dresden Striezelmarkt. “Nowhere else in Europe, or even worldwide, is a culinary product brought to life and celebrated on this scale as it is here in Dresden,” says association managing director Karoline Marschallek. And that is of great importance, because the traditional pastry is one of the most economically important products of local manufacturers.

ASSOCIATION HEAD KAROLINE MARSCHALLEK

"Of course, nothing will change about Dresden Christmas stollen. And that's a good thing! But we're always facing the creative challenge of retelling our well-known story in a new way. It's mainly about playing with the tension between tradition and modernity, presenting the brand in a way that fits with the spirit of the times to appeal to younger target groups."

PICTURE GALLERY

Off to the coffee table with the Nutcracker and the Mouse King

When Dresden’s stollen bakers decorate their Christmas trees in May, they haven’t got the wrong season – they’re conjuring up a real Christmas atmosphere in the beautiful Albrechtsberg Castle, even in summer.

ANGELS CONGRESS AT THE DRESDEN TRADE FAIR

Photo location thanks to long-standing partnership

Dresden’s bakers and confectioners are known far beyond the borders of Saxony for their passion for stollen. So it was only natural that the photo shoot for Dresdner Christstollen took a slightly unusual turn. The 2024 theme, “Stollen Angels,” was staged in a very special way: inspired by lovingly illustrated, nostalgic children’s books, the boundaries between reality and heavenly dreams blurred. Fifty-four graphics of various fluffy clouds, tableware, cutlery, and much more floated above the scene, printed in giant size. Added to this were 39 cotton wool clouds, fairy lights, fine cutlery and porcelain, a sleigh, a Christmas tree, plenty of angel and cloud cookies, meringue clouds, a heavenly cake, and lots of color-coordinated flowers. Of course, the bakers also had Dresden stollen with them. There were 12 of them.

Two sets with daytime and nighttime sky backgrounds were constructed. It’s good to have enough space available and plenty of helping hands on hand. The Stollen Protective Association team was joined by photographers, a videographer, a costume and make-up artist, an art director, a concept designer, a set stylist, and master florist Björn Kroner-Salié. The Dresden stollen bakers also pitched in with great passion and

As the halls of the Dresden Exhibition Center usually host concerts by big stars, trade fairs, conferences, and figure skating performances, the photo shoot for the Dresdner stollen took place with almost no audience. Only the press stopped by briefly to interview the Stollen angel. Incidentally, the Stollen bakers are traditionally guests here in December to build the giant Stollen.