Spezialitätenland Bayern – Heimat der Genüsse
Unlike any other German state, Bavaria and especially the Bavarian way of life is expressed through its cuisine. The entire brand strategy is based on this simple fact by focusing on the typical Bavarian culinary “icons”. Striking and very direct, with plenty of local flavour but without being too clichéd.
Statement of the jury
The striking print campaign defines itself via typical Bavarian culinary specialities with refreshing self-irony in an appealing manner.