“Your Little Piece of the Alps”: Bergader and thjnk Munich bring everyday life to the Alps.
A bathtub in the middle of a mountain lake. A family dinner on an alpine meadow. In the new Bergader campaign, familiar everyday moments are set against a surprising backdrop. Under the tagline “Your Little Piece of the Alps,” thjnk Munich is further developing the brand communication for the Bavarian independent cheese dairy.
The Alps are more than just a backdrop: In the new campaign, everyday situations are taken out of their familiar settings and placed right in the middle of the mountain landscape—accompanied by the perfect cheese as a natural part of the scene.
The campaign unites Bergader’s various product lines under a shared brand concept: a daily break infused with Alpine serenity. With this approach, the family-owned company from Waging am See aims to attract younger consumers to the brand in particular. thjnk Munich is responsible for the creative development and execution. The agency has served as Bergader’s lead agency since 2025.
Jan Pieper, Head of Marketing at Bergader: “With ‘Your Little Bit of the Alps,’ we’re deliberately focusing on the small moments of alpine serenity that make everyday life special. For us, this is a contemporary evolution of our brand communication: We’re building on our roots in the Bavarian Alpine foothills and translating them into a distinct, emotional world of imagery and experience.” Hans-Peter Sporer, Chief Creative Officer, thjnk Munich: “The unusual combinations of familiar everyday situations set in the middle of the mountains create a distinctive, character-driven visual world for the Bergader brand that works across the entire product line and establishes uniqueness—beyond all the clichés of German cheese advertising. The result is imagery that surprises yet still feels familiar.”
The campaign will air on linear and digital TV starting September 21. It will be complemented by retail media activities at the point of sale, an influencer campaign, and eye-catching OOH and DOOH placements. Media planning and execution are being handled in collaboration with the media agencies JOM and NetzwerkReklame.