From the communication campaign to the partnership with Legambiente for urban regeneration, the South Tyrolean company’s numerous initiatives mark its centenary celebrations in 2025
Auna di Sotto (BZ), October 2024 — One hundred years of uncompromising, natural goodness – the story of a company and a family, a brand turned global icon. A century after Alfons Loacker’s idea to open a small pastry shop in the heart of Bolzano is now active in over 110 countries and is one of the global leaders in the wafer and chocolate specialty market, boasting a global turnover of 435.45 million Euros.
One hundred years have passed since that flash of genius by grandad Alfons, and his grandchildren Ulrich Zuenelli and Andreas Loacker – who, together with Martin Loacker represent the third generation leading the company – take stock of these first one hundred years, presenting the main projects and activities to celebrate this special anniversary starting from *yxz*.
“The centenary represents a milestone for the company and my family, achieved thanks to the bold moves made over time. Starting with my grandfather, Alfons Loacker, who purchased the small confectioner in 1925 where he’d worked as an apprentice. And then my uncle Armin Loacker’s decision to move production in 1974 to an ideal location – Auna di Sotto, at 1,000 m altitude, where the air is purer and the view of the Sciliar mountain, which became the company’s symbol, inspired all of us. It’s mostly thanks to their intuition that today, when we speak of Loacker, we speak of a global brand active in all the world with a turnover going from strength to strength driven mostly by international export,” says Ulrich Zuenelli, Executive Chairman of the Loacker Board.
“Loacker’s story is stepped in constant, cross-generational innovation. Since joining the company, my cousin, my brother and I have wanted to continue to search for the ideal ingredients to obtain the best products”, adds Andreas Loacker, Vice-Chairman of the Board and Managing Director Innovation at Loacker. “Loacker’s story is one of bold choices ever since 1925. The choice to be uncompromising and to always pursue outstanding quality. These family values, together with our focus on the wellbeing of people and nature are key for our corporate culture and will continue to be our north star for the next 100 years.”
The “Goodness is a rebels’ choice” platform, featuring the centenary’s slogan, will contain different projects and initiatives for the big celebration. The new communication campaign will go live from *xyz* and focuses on the brand’s two pillars: rebelling against taking shortcuts – the company’s expertise has been to always produce its products the best way, like in the past – and the benefit of these choices – the clean air, high-quality ingredients and certified supply chain which have been yielding unmistakable wholesome natural goodness for a century.
“The evolution of our communications has always mirrored the changes in the company, and fully express its values. From the famous Gnometti singing “Loacker, pure goodness” to the more recent “Goodness is a choice” to today’s “Goodness is a rebels’ choice”, which aims to communicate the brand’s rebel streak with a modern language, being its uncompromising self, allowing it to make all-round, high-quality, good products,” says Yvonne Profanter, Head of Communication, Loacker.
The institutional partnership announced today is part of this milestone’s activities. It will launch in the next months and once again proves the company’s commitment towards “good choices”, where people always come first. The South Tyrolean company announced the multiannual agreement with Legambiente to finance urban regeneration projects in some Italian cities. A key collaboration for the company which has been carrying out a sustainable strategy for years. One of its priorities is respecting and preserving the locations in which it works, aiming to leave a positive social and environmental impact over time. The partnership will build green spaces in urban areas, transforming them in gregarious meeting points. The company will also carry out a second project at the same time – it will work with famous street artist Alessandro Conti, aka Etsom, to transform some urban areas, enhancing them and celebrating the power of creativity and the positive impact it can have on these locations.
A celebratory packaging will be used for the brand’s iconic products until the end of 2025, boasting a rebellious and enticing look. The pack will also feature the graphics for the competition which will allow the lucky winners the chance to go on a trip to one of the shortlisted destinations chosen by Loacker and Lonely Planet. Countless activities across POS will feature promotional exhibition islands and materials with the new communication graphics and many other surprises in various cities.
“The activities for this important anniversary aim to involve and reward the people who have and still continue to be the key to our success, and who have been choosing us for years. They’re our biggest fans, and we want to share this important milestone with them,” says **Sales Area Manager/Marketing Country Manager/Brand DP**.
Activities, projects, and one goal: to celebrate the first century of Loacker history by laying the foundations for another century of good and natural choices made respecting people, nature, and things done well without ever losing its rebel streak.
One hundred years in which the company has never stopped improving, preserving its tradition of pursing excellence over time.
