Happiness is Homemade: Diamant Sugar Sweetens Emotional Moments with Integrated Campaign

Background and Challenge

Sugar is far more than just a sweet ingredient – it's the key to unforgettable moments. Whether baking cakes and colorful muffins, enhancing coffee and tea, or creating homemade jams and cocktails: sugar transforms simple ingredients into special culinary experiences. These homemade delicacies create shared moments with family and friends – meaningful experiences that sweeten everyday life and bring people together. Diamant Zucker faced the challenge of authentically communicating this emotional connection between their products and precious life moments while establishing themselves as a likeable brand in consumers' minds.

Approach and Realization

DAVIES MEYER developed the brand campaign "Glück ist homemade" ("Happiness is homemade"), which perfectly captures the essence of Diamant Zucker's philosophy. The concept combines interpersonal moments, versatile product applications, and the Diamant Zucker product range into a cohesive communication strategy. Collaborating with photographer Benjamin Bock, various campaign motifs were created that vary thematically while consistently conveying the message: love lies in baking, preserving, and sweetening. The cross-media implementation included 18/1 posters, point-of-sale materials, print advertisements, trade communication, online presence, website, and all social media channels.

Results

The "Glück ist homemade" campaign successfully positions Diamant Zucker as an enabler of special moments of enjoyment. Through authentic portrayal of interpersonal connections and the versatile applications of Diamant Zucker products, an emotional brand connection emerges that transcends pure product utility. The cross-media campaign execution ensures high reach and sustainably establishes Diamant Zucker's brand image as a sympathetic companion for all sweet moments in life within the target audience's consciousness.