Stop-motion world brings Dr. Oetker to holiday bakers

Global food company Dr. Oetker is celebrating the Christmas baking season with a festive campaign centred on Ginger, a handcrafted gingerbread character brought to life through stop-motion animation. The work aims to capture the warmth, nostalgia and playful spirit that define holiday baking, positioning the brand at the heart of seasonal kitchen moments.

Created with adam&eveDDB London, the campaign uses storytelling and emotional cues to reinforce Dr. Oetker’s role as a staple of Christmas baking traditions.

Dr. Pascal Kottemann, Senior Masterbrand Manager at Dr. Oetker: "Christmas is the most important time of year for baking. We wanted a big idea with emotion that cuts through the festive noise while celebrating the moments of connection we share through baking. The humour and handcrafted world make this campaign truly stand out and strengthen Dr. Oetker's place at the heart of the season."

A meticulously crafted edible world

Directed by Tobias Fouracre of Partizan, the stop-motion film constructs an immersive baked world designed to look almost edible. The sets incorporate Dr. Oetker products and recipes, including cake-pop trees and a chocolate-carrot snowman nose, with every element iced and styled to evoke the care that goes into festive treats.

Zoe Nash, Senior Creative at adam&eveDDB London: "Dr. Oetker gave us the perfect opportunity to build a beautifully designed, misleadingly saccharine world... all in service of subverting the classic Christmas ad. What more could you want other than craft and dark humour?"

Ginger’s story extends across channels

The hero film follows Ginger and his tiny companions as they journey through a fantastical baked environment before reality arrives with an unexpected twist. The campaign is supported by social cutdowns, point-of-sale, digital elements and bespoke content designed to expand Ginger’s story and boost engagement.

Running throughout December across Europe and Canada, the work aims to spread festive cheer while reinforcing Dr. Oetker’s place in holiday baking rituals.

www.oetker.com

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