Obazda is as much a part of Bavaria as beer gardens and the Oktoberfest. This year, Alpenhain is once again combining at least three of these Bavarian traditions. Just in time for Oktoberfest, the cheese producer has launched a special edition of Obazda packaging for enjoying the cheese spread at home or in a beer garden. The focus is on the three Obazda varieties “Classic”, “Spring Onion”, and “Horseradish.” The hexagonal cups feature three different Bavarian sayings emblazoned on gingerbread hearts on the lids. “I mog di”, as a sign of affection; ‘Sche, dass di gibt’, as a sign of friendship and ‘Mogst schmusn?’ as a sign of love for your partner.
According to Franziska Wimmer, Brand Manager at Alpenhain, the resulting increased attention from customers is paying off, given the results of previous campaigns. “On the one hand, Obazda is generally more in focus around the Oktoberfest. The special packaging with the appropriate slogans also provides additional incentives to buy. This is reflected in rising sales figures. The ‘O'bazd’ is' edition also increases our brand visibility beyond Bavaria.” However, such a campaign remains limited to the period before the Oktoberfest, which is a “special event” for Alpenhain. According to Wimmer, there are no plans for similar measures at other times of the year or for retail partners with their own packaging design.
Individual Design of the Gingerbread Hearts on the Packaging
However, the Bavarian family business is not stopping at packaging with standard Bavarian slogans. Customers can also become active and creative themselves. With the help of an online form, customers have the opportunity to design the packaging of their Obazda containers according to their own wishes. The gingerbread hearts can be digitally labeled with individual messages or greetings, printed out and stuck onto the packaging. It is also possible to add a photo, complemented by decorative elements with Bavarian motifs.
But with “O'bazd is!”, the traditional Bavarian company is not just limiting itself to packaging design. There are also accompanying sales promotions such as prize draws at food retailers. “At the start and during the beer garden season, we advertise our Original Obazda with large billboards, among other things”, says Wimmer. The cheese producer is also working with influencers with a wide reach. A raffle for Oktoberfest tables is being held on social media.
The Packaging Becomes More Sustainable
The “horseradish” variety is the latest addition to the Obazda range. Alpenhain added it to the range around two years ago. Now it is part of the special offer. This variety not only enriches the range, but with its packaging also plays a central role in Alpenhain’s sustainability strategy. When it was launched, it was the first product sold in cups that are 100 percent recyclable. The cup and lid are made of polypropylene, the seal is made with an aluminum plate, and the company has to separate the cup and plate for complete recycling.
Alpenhain is working on converting the entire range to recyclable packaging, explains Wimmer. At the same time, the company is reducing primary plastics and avoiding plastic and packaging waste. This is required not least by the European Packaging Ordinance and is having a noticeable impact. The increasingly complex regulations pose challenges for the company. “But the new European Packaging Regulation also opens up opportunities for manufacturers like us to be more innovative and sustainable.”
