Breakdance meets Dresdner Christstollen

Old tradition, new season, new story: this year, the Schutzverband Dresdner Stollen e. V. (Dresden Stollen Protection Association) is taking inspiration from Tchaikovsky’s Nutcracker for its communications – and has also enlisted the support of the multi-award-winning breakdance crew “The Saxonz“.

The pace in Dresden’s 100 or so stollen bakeries is already very fast. The stollen season has begun and the ovens in Dresden and the surrounding area are hardly ever cooling down. To really fuel the anticipation for the pastry from Dresden – around 5 million were sold worldwide last year – in the coming weeks, the Stollen Protection Association is launching a major campaign and numerous measures: 2023 is magically inspired by the Nutcracker story from E.T.A. Hoffmann’s tale of the same name and Tchaikovsky’s world-famous ballet.

The “new old” stollen story can be seen and experienced from the end of November as part of a major advertising campaign on posters and digital screens in Bavaria and Baden-Württemberg, and is now available on the Dresdner Christstollen brand’s social media channels and in the brand magazine, which is available free of charge from Dresdner Stollenbäckern. Hundreds of images were provided by an image shoot at Albrechtsberg Castle. For the first time, the association is also launching a shop window competition among its member companies.