The socialmedia baking show

Öfferl stands for bread with character, honest craftsmanship and regional ingredients. The branches had already earned a firm place among their customers. However, social media still lacked a clear strategy that translated this feeling into the digital space.

The challenge was therefore not to reinvent Öfferl. The brand had to show what it stands for: the people behind the bread, the bakery in Gaubitsch and its connection to Vienna and the surrounding area as its core market. This required content that was rooted in the region while also working in the community's everyday life.

The goal was clear: the regional social media community was to be activated. Öfferl was to appear approachable, recognisable and relevant on Instagram, TikTok and Facebook. What was needed was a format that showcased craftsmanship, provided practical tips and regularly brought the people behind the brand together with their community.

The strategic lever was a recurring format featuring real faces from the brand. Together with the Öfferl family, the social media baking show was created. Georg Öfferl, his cousin Lukas and chef Christian take the community through their working day every day, showing what lies behind the products and branches.

The format combines three things: regional connection, practical value and personal insights. The filming locations in the bakery in Gaubitsch and in the Öfferl branches anchor the content geographically. Tips on proper bread storage, recipes and ideas such as the perfect breakfast sandwich give the community a specific reason to keep coming back regularly.

In this way, regional craftsmanship became an ongoing social media dialogue. The community does not just consume the content, but can also receive exclusive recipes in the broadcast channel and vote on product decisions.

The Öfferl family in front of the camera: Georg Öfferl and his cousin Lukas, together with chef Christian, offer insights into the brand and take the community behind the scenes.

Daily baking show: the format runs on Instagram, TikTok and Facebook. The content showcases craftsmanship, products and everyday situations in a regular, recognisable narrative format.

Regional locations: The bakery in Gaubitsch and the Öfferl branches show where the brand is at home. This also makes the regional connection tangible on social media.

Tips and recipes for home: The content answers specific everyday questions. This includes tips on how to store bread properly, recipes to recreate at home and breakfast ideas, such as the perfect sandwich.

Broadcast channel for superfans: In its own channel, users receive exclusive recipes and can have their say in product decisions. This turns interested followers into a more active community.