Because Jeremy Fragrance is the one and only fit for this film. While many campaigns use influencers solely to increase their reach or crediblity, Jeremy Fragrance is an integral part of the idea and elevates it to another level. First of all, he is the unrivalled social media phenomenon of the last months in Germany, and secondly his personality is so ridiculously over the top that he's already like a personified parody of the common fragrance commercials, allowing us to play with the expectations and characteristic moments users have when they see him in a typical perfume-ish setting.

Although German discounter ALDI has been carrying fresh baked goods for a long time, the young target group prefers to go to the bakery. What many of them don't know: since recently, ALDI stores have been supplied with freshly baked bread by these very same regional bakeries. A social media campaign is supposed to raise awareness of this and increase the perception of the quality of ALDI’s bread assortment.

Germans are famous for loving their bread – even more than their highways. The smell of baked goods fresh from the oven is particularly emotionally charged: Grandma's brown bread, Sunday rolls, the sandwich for lunch break, and overall, just endless sorts of bread. The idea is as simple as it is surprising: to stage the smell of fresh bread as the best scent in the world in an epic perfume commercial parody - with learned perfume clichés and a resolution that is all the more unexpected.

From the outset, only one testimonial comes into question for this: Influencer Jeremy Fragrance, self-declared Worldwide Fragrance Icon No. 1, Germany's viral phenomenon of recent months and living parody of the over-excited perfume world. To say the role was tailor-made for him would be an understatement - he literally is the role.

Germans love their bread – that’s a fact: It’s even more sought after than the best-selling food in Germany in 2022: noodles (source: Web Search, YouTube Search DE - last 5 years, Statista 2022). Also, regionality and quality are particularly important to the young target group (BKK, 2020; Absatzwirtschaft, 2021). On top of that, quality is not only determined by taste (92.5%), but also heavily by smell (87.3%, Statista, 2019). If the scent of fresh baked bread gives you beautiful childhood memories, you’re not alone: it’s proven that bread evokes memories and has a positive effect on our well-being (UCD Institute of Food and Health, 2012). All these things combined prove the relevance bread has and how emotionally charged it is in Germany – just waiting for a campaign to put it in its well deserved spotlight.

Water, accompanied by a meaningful voice-over and overdramatic music in an epic setting. Thus, in combination with Jeremy, who is known exclusively as a perfume influencer, the expectation is built up that the "best scent in the world" is about a new perfume - only to surprise with the baking assortment of ALDI.

In addition to the main spot, the accompanying campaign, which repeatedly attracted attention with assets on all social channels over two weeks, also works with the full load of Jeremy madness for which he is so celebrated by Gen Z in Germany and around the world: Top 3 bread smells, smell tests of bread in complete ecstasy, memes, you name it.

Withing hours after launching the spot, it made its way through every major social platform. Users created hundreds of reaction videos, tens of thousands of comments, endless amounts of memes, multiple remakes, some geeks posted exam-ish interpretations, huge twitch influencers laughed their asses off in their streams, every major news platform wrote about it, and so on. Long story short: Backfrisch went viral like few spots in Germany before, fueled by Gen Z. The hard numbers: The average watchtime on YouTube was 94% – a staggering number compared to the average of around 50%. #1 Trending Topic on Twitter. 80M impressions. The different cuts amassed 21.7 M views. The engagement rate was at 66%, and the campaign lifted the brand awareness by 7%, all numbers are the best ever recorded for any ALDI campaign. The campaign’s success proves: boldness and self-irony pay off, big time. POWER!

Besides the well-known cultural fact that probably no country in the world loves bread like we Germans do, it cannot be stated enough what an impact Jeremy Fragrance has had in Germany over the last months. Every format he was invited to turned into a Jeremy Fragrance show, from Celebrity Big Brother to Sky Sport News to Late Night Berlin, one of Germany’s most renowned TV shows. Clips of his behavior, his statements, his POWER shouts or push-ups go viral on a daily basis. It’s fair to say that Jeremy has not only become the most popular social star in Germany, but also a living meme – the cultural accolade of gen Z – that, since the campaign launched, is very often used in reference to the ALDI commercial.