Bäckerei Felber
Categories
Fractional Creative Studio
Client
Bäckerei Felber
Project
Ongoing fractional marketing & strategy for a 45-outlet Viennese bakery
Services
Marketing Strategy Campaign Development Creative Direction Event Activation Point-of-Sale Marketing Brand Positioning
Year
2025 - Present
Ongoing fractional marketing and strategy partner to Felber, a 45-outlet Viennese bakery chain, since 2024. Playlab is embedded across campaign strategy, creative direction, and brand positioning — turning a heritage name into a brand that moves with its next generation of customers. Two selected experiments from this partnership, below.
Ongoing fractional marketing and strategy partner to Felber, a 45-outlet Viennese bakery chain, since 2024. Playlab is embedded across campaign strategy, creative direction, and brand positioning — turning a heritage name into a brand that moves with its next generation of customers. Two selected experiments from this partnership, below.
Selected Case Study: Vienna's First Bakery Rave
The Hypothesis
Bakery raves were already a growing trend abroad. Together with Felber, we saw the opportunity before anyone else in Vienna did — a 45-outlet heritage bakery could make a bold move to attract a younger demoraphic of customers.
The Experiment
A guerrilla-style activation in one of the selected outlets, built to surprise. Playlab Studio was embedded from the first spark of the idea through to the last person on the dance floor, shaping the concept, coordinating third-party partners on music and production, and owning the creative direction and brand experience end to end.
The Result
100+ people showed up. An unforgettable night, and a wave of positive brand sentiment that followed. Vienna had never seen a bakery do this.
Now it has.
Selected Case Study: Vienna's First Bakery Rave
The Hypothesis
Bakery raves were already a growing trend abroad. Together with Felber, we saw the opportunity before anyone else in Vienna did — a 45-outlet heritage bakery could make a bold move to attract a younger demoraphic of customers.
The Experiment
A guerrilla-style activation in one of the selected outlets, built to surprise. Playlab Studio was embedded from the first spark of the idea through to the last person on the dance floor, shaping the concept, coordinating third-party partners on music and production, and owning the creative direction and brand experience end to end.
The Result
100+ people showed up. An unforgettable night, and a wave of positive brand sentiment that followed. Vienna had never seen a bakery do this.
Now it has.
Selected Case Study: bread is back, baby! Campaign
The Hypothesis
The classic loaf of bread, the true heart of any Austrian heritage bakery, was quietly being overlooked over the years. Smaller households, shifting lifestyles, and a growing appetite for convenient, on-the-go options had nudged everyday habits toward the quick grab: a croissant, a small Gebäck, something for right now. The goal was clear: to reintroduce people to something they'd simply stopped reaching for; a loaf that keeps for days, that's meant to be sliced, shared, and returned to, at home, with the people around you.
The Experiment
A multimedia lifestyle campaign built to put bread back in its rightful context – OOH, social, and point-of-sale working together to show real moments, real people, the feeling of sharing rather than the product alone. Playlab Studio was embedded in the creative direction and campaign strategy, shaping the concept and message.
The Result
Bread sales rose by an average of 16% throughout the campaign, supporting real proof the message was landing, not just the imagery. A heritage staple, seen again.
We just gave people a reason to notice
Selected Case Study: bread is back, baby! Campaign
The Hypothesis
The classic loaf of bread, the true heart of any Austrian heritage bakery, was quietly being overlooked over the years. Smaller households, shifting lifestyles, and a growing appetite for convenient, on-the-go options had nudged everyday habits toward the quick grab: a croissant, a small Gebäck, something for right now. The goal was clear: to reintroduce people to something they'd simply stopped reaching for; a loaf that keeps for days, that's meant to be sliced, shared, and returned to, at home, with the people around you.
The Experiment
A multimedia lifestyle campaign built to put bread back in its rightful context – OOH, social, and point-of-sale working together to show real moments, real people, the feeling of sharing rather than the product alone. Playlab Studio was embedded in the creative direction and campaign strategy, shaping the concept and message.
The Result
Bread sales rose by an average of 16% throughout the campaign, supporting real proof the message was landing, not just the imagery. A heritage staple, seen again.
We just gave people a reason to notice