The beer brand's slogan 'Eine Perle der Natur' (A pearl of nature) indicates the image of
freedom and purity and suggests a positioning in close touch with nature. Thus, in
2002 and 2003 Krombacher ran a campaign to protect the rainforest in central Africa
In cooperation with WWF (world wide fund for Nature). The popular German TV star
and host of the German TV show edition "who want to be a millionaire" , Gunther Jauch,
has been the face of the campaign , gaining media attention.