Observed Signal · Sep 23, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Thjnk's First Bergader Campaign: Alpine Moments
Dairy company Bergader has unveiled its first major brand campaign developed by lead agency Thjnk München, titled 'Dein Bisschen Alpen' ('Your Little Bit of Alps'). The campaign departs from traditional cheese advertising by avoiding cow imagery, instead placing familiar everyday scenarios in alpine settings to evoke a sense of well-being. The campaign aims to increase brand awareness and attract younger consumers, uniting product lines under a single brand idea. Media planning and execution are handled by agencies JOM and NetzwerkReklame. The campaign spans linear and digital TV, retail media at the point of sale, OOH/DOOH advertising, and influencer collaborations.
Relevant as a brand campaign by a major advertiser, showing creative strategy shift away from traditional cheese advertising; interesting for AdTech due to use of retail media and OOH, but not an industry-shifting event.
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Key Takeaways & Evidence Grounding
- Bergader appointed Thjnk München as lead agency in 2025 after a five-month selection process.
- The new campaign 'Dein Bisschen Alpen' marks Thjnk's first work for the brand.
- Campaign media planning is handled by JOM and NetzwerkReklame.
- Campaign channels include linear and digital TV, retail media, OOH/DOOH, and influencer marketing.
- Bergader's marketing lead Jan Pieper stated the campaign focuses on moments of alpine serenity.
Connected Companies & Entities
1 Entity mapped“Media agency NetzwerkReklame handles media planning and execution.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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