130 years ago, Dr. August Oetker tinkered over baking powder and set the foundation for the company’s success. And by printing recipes on the back of the packs he also pioneered in content marketing without knowing it! The AR-Filter #mehlspeisenzeitreise (#pastrytimetravel) invited the users to experience company’s history via digital time travel.
The project connects past and present in a playful way. The designs of the AR-filter and of the recipes follow the two centuries old originals and bring the tastes of a long time ago onto smartphone displays and into modern stoves.
The use of an AR-filter is a new and innovative way to include Dr. Oetker’s baking community and to initiate user generated content. This way the brand and the community are even tighter bound to each other. By integrating the filter on Instagram no added apps were needed.

Dominik Bücheler, M.A.

Lisa-Marie Spannring, B.A.

Janika Ronquillo, B.A.

Dominik Bücheler, M.A.

Andreas Tatzreiter

Dr. Oetker GmbH / Ingrid Schellander, Teamleitung Content Marketing