Marketing: The backfluencer from Dresden

Dresden (abz). With its Instagram strategy, the Dresden Krause bakery is now included in the public media. This is confirmed by an article at tagesschau.de. Baking influencer Juan Rüdrich, who started in the company as an apprentice 15 years ago and is now in charge of production as head baker, started posting short videos at the end of 2023, reports tageschau.de. In the clips of @baeckerei_krause_dresden, the “most honest bakery in Germany”, Rüdrich talks about his work in the bakery. It is important to him that “people see what goes into it, what passion, what energy and how good the craftsmanship is.” It is also important that traditions are not forgotten and that everything is authentic. “We said to ourselves last year: Man, craftsmanship is so important and needs to be preserved. There are fewer and fewer bakeries.”

Social media is also hurting the baking trade

Around 3,300 people follow Rüdrich, and one video has already been viewed 350,000 times. “Basically, social media is doing us some harm,” says Juan Rüdrich. Because: “Young people see rich people online who make money as influencers or YouTubers. But very few of them are able to do that. However, many people think: Why should I try and do an apprenticeship? That kind of thinking is destroying the skilled trades.”