Loacker marks 100 years; announces change to “Goodness is a choice” platform
According to Oberkofler, Loacker’s Chocolaterie line marries a moment of pure goodness and the pursuit of a light and balanced snack in line with the brand’s philosophy; the line is available in dark, milk and white chocolate
Loacker will celebrate its 100th anniversary in 2025. According to Communication Manager Martina Oberkofler, its Centenary campaign celebrates a unique moment in the company’s history, as well as lies the foundation for an important change to its “Goodness is a choice” platform. Launched in 2019, the platform embodies the brand’s values and narrates why goodness is an everyday choice at Loacker.
“Loacker will now use an even younger and more direct tone of voice to cement its efforts toward pursuing quality across all products, an effort it has been committed to for a century and which will be the core of the brand’s future,” says Oberkofler. “The campaign, as well as the other communication activities planned for this special anniversary, is part of the platform ‘Rebels of Goodness,’ a message that sums up both Loacker souls.”
Oberkofler explains, on the one hand is the rebellion against the production shortcuts to which the company has never wanted to acquiesce. On the other hand, is the benefit of such choices that have been transformed into “an unmistakable and 100% natural goodness that is always true to itself.”
According to Oberkofler, a rebellious philosophy has guided the confectionery brand since day one, when Alfons Loacker opened the first pastry shop in Bolzano, Italy, in 1925 and introduced the cream-filled wafer. “The quality of Loacker products is in fact the child of rebellious choices: hazelnuts that have always been Italian, alpine milk from animals fed with NO GMO feed, Bourbon vanilla from Madagascar are the real secrets of the Loacker taste,” she says.
The brand’s rebellion is a story of continuity and family that has been passed down over time while maintaining relevance, represented by the motto: good things, done well.
The wafer category and cocoa market
When asked for an update on Loacker’s Chocolaterie line, Oberkofler notes the company has proposed a new concept able to grow the wafer category by adding its typical goodness to the chocolate market. “The line marries a moment of pure goodness and the pursuit of a light and balanced snack in line with the brand’s philosophy,” she continues. The line is available in dark, milk and white chocolate.
On the cocoa crisis, she adds, “As a company we are trying to cushion the cost of increases that have affected price lists throughout the industry, but without compromising on the quality and goodness of our raw materials and final products.” Since 2018, Loacker has been working with local farmer cooperatives in both Ecuador and Côte d'Ivoire, which has resulted in the sourcing of one third of its cocoa needs directly.
Future days
A self-described “newbie” to travel retail there is room to grow in all regions. While Loacker is quite developed in the Middle East and Africa and in some Asia Pacific areas, the name is new in the following markets: North America, Latin America and Central and South Europe. On the agenda is supporting the expansion of the biscuits category and exploring inflight and cruise opportunities.
