Quark balls and Berliners – the culinary rascals

High-impact sales characters! To differentiate Dawn Foods from the competition and establish a clear identity, the fried pastry mixes were personified as "culinary rascals": Bärli the bear captures attention for the Berliners (a type of filled doughnut); his friend Quak the frog represents the quark balls on the marketing materials. This personification makes the products more tangible, gives them personality, and allows them to tell stories. And it works! Bärli and Quak prove to be true sales drivers for bakeries: The lively frog not only adorns his own packaging, the quark ball bag, but also appeals to various target groups together with his rotund friend. Personification also works well with children, who, while not the buyers themselves, are often the real decision-makers when shopping with their parents. Emotionally engaging and endearing, the illustrated culinary rascals shape the entire concept and speak for themselves in the 8-page brochure developed for product communication.

Oh yes, and then there's Don, the owl with the donut eyes. But more on that later…