Monday, September 29, 2025

Rotbäckchen celebrates TV comeback: Time-travel campaign merges tradition and sustainability

The traditional brand Rotbäckchen is making a big return to television – and with a strong message. For the first time in more than a decade, the iconic brand is back on classic TV. The new spot portrays Rotbäckchen as a loyal companion through different life stages – from the 1950s to today – highlighting the emotional power of the claim “Passing on the best.”

Sustainable production with Hyperbowl technology

What stands out most is the climate-neutral production of the campaign. Filming was carried out with green energy, regional resources, and a dedicated Green Consultant who oversaw the sustainability measures. At the heart of the production is the innovative Hyperbowl technology: instead of elaborate set constructions or travel, digitally created backdrops brought different eras to life in impressive detail.

Wide reach via TV and streaming

The spot will air nationwide starting September 15, 2025 – on TV channels such as RTL, Sat.1, ProSieben, and ARD, as well as on streaming platforms including Disney+, joyn, RTL+, and Prime Video. The campaign will run until the end of the year and continue into the first quarter of 2026. Nearly 200 million contacts are expected – on average, every second person in Germany will see the spot about 4.5 times.

Emotional brand message

At the core of the campaign is the claim “Passing on the best.” For Rotbäckchen, this is not just a slogan but a promise of cross-generational care, quality, and responsibility. “With this campaign, we show that Rotbäckchen is more than just a juice,” says Kim-Marie Schuster, Brand Communication Manager.

The campaign was developed by Berlin-based creative agency TryNoAgency, produced in close collaboration with the Hyperbowl Studio and Green Consultant Tristan Rittmeyer.