Bischoefliches Hilfswerk Misereor Print DAS SCHULBROT by Kolle Rebbe Hamburg

DAS SCHULBROT

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Benjamin Waldt
Account Supervisor Jan Kowalsky Kolle Rebbe Gmbh, Inga Eickholt
Released November 2011

Credits & Description

Category: Charities
Advertiser: BISCHOEFLICHES HILFSWERK MISEREOR
Product/Service: BREAD
Agency: KOLLE REBBE
Creative Direction: Maik Beimdieck (Kolle Rebbe)
Creative Direction: Christoph Hildebrand (Kolle Rebbe)
Art Direction: Andrew Kelly (Kolle Rebbe)
Copywriter: Benjamin Waldt (Kolle Rebbe)
Illustration: Veronika Kienke (Kolle Rebbe)
Account Supervisor: Jan Kowalsky (Kolle Rebbe)
Account Supervisor: Inga Eickholt (Kolle Rebbe)
Productioner: Oeti Warnecke (Kolle Rebbe)
Final Art Work: Anne Schmuecker (Kolle Rebbe)
Media placement: Bread + Book Mark/ Indoor Poster/ Display - Bakeries - 17. November 2011

Describe the objective of the promotion.
To create awareness and generate donations for education projects in
Africa organised by Misereor.

Describe how the promotion developed from concept to implementation.
We invented a unique promotional item. A real bread baked in the form of a book to be sold in bakeries across Germany: Das Schulbrot.

Explain why the method of promotion was most relevant to the product or service.
The German word “Das Schulbrot” literally translates into English as “School bread”, a name given to sandwiches prepared by parents for their children. Half of the proceeds are donated to Misereor’s education projects.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Between November 2011 and February 2012, Das Schulbrot was sold over 1000 times in Hamburg’s bakeries.