The most logical step was to create something made of or using bread. Posters made of bread? Mailings made of bread? Then at some point we had the idea of putting headlines on bakery shop windows and turning the bakeries in and around Stuttgart into posters. Plus, folders distributed in the bakeries provided instant details about the events.

The results exceeded all expectations: During the initial events, the church was filled right down to the very last seat. There was a resounding media response and, at the same time, over 30 sponsors (from Mercedes-Benz to hotels, banks and print shops) were won.