BBDO created an innovative baking app for our German Client Dr. Oetker who is the leading baking brand (amongst other things) in Germany. So far, the app has been very well received and we are proud to see it mentioned as a finalist on many major advertising award shows including the Webbies, the New York Festivals and The One Show. Below you will find a brief description and background of the idea including various assets to show how it is executed.
 
Dr. Oetker is the number one baking brand in Germany, where they’ve been making recipes with their products for over 125 years. These days, traditional recipe books are being replaced by mobile devices in the kitchen. 6 out of 10 hobby bakers now use a mobile device while cooking. The problem is their screens don‘t go particularly well with working hands covered in flour, egg, butter and chocolate etc. So we thought about a solution: The Backen App. The first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.
 
The app was launched for Christmas, which is one of the most popular times for baking in Germany. Each recipe is brought to life by a series of short looping film steps. The user only has to push the BAKEMODE button within a recipe to begin the magic. Thanks to technology that detects the hand movement through the device‘s camera, bakers are able to navigate a recipe like never before. Feedback for the app has been very positive with over 90% of ratings being 5 stars. The Backen App became one of the most popular baking app in Germany (and also during the Christmas period) and helped reinfuse the traditional brand of Dr. Oetker with innovation once again. © // 5 files show complete blog