Species-appropriate, juicy and local
Polyconsult sharpens the "Swiss Meat" brand for Proviande with a new logo.
The Swiss market will be opened up to all agricultural products from European Union countries by 2013 or 2015 at the latest. The falling barriers will lead to increased competition. It is foreseeable that, in this specific case, meat can be produced more cheaply abroad. Imports will increase because Swiss meat is more expensive due to the local structures. On the other hand, Swiss meat offers the guarantee that the animals grow up visibly before our eyes in the open air around a farm and are not bred in gigantic meat factories. Our animal welfare laws are stricter than in many other countries. The word organic has acquired a lasting meaning in Switzerland. This should now be communicated.
Until now, the Polyconsult agency, which is now in its tenth year of managing the budget for Swiss meat, has primarily promoted the species in its campaigns. Swiss meat is valuable, healthy and good. With the current campaign, the aim is now for the first time to "stand out from the foreign competition", as head of consulting at Polyconsult Michael Brodbeck explains. Swiss meat is to be "established as a brand". This will also sharpen the profile for clear recognition and recognition. The campaign does not primarily argue with homeland protection, but rather highlights the strategy: Those who consume Swiss meat receive better quality and therefore greater enjoyment.
The CI of the campaign is a continuation of the existing imagery. With ten new subjects, 20 different "pieces of meat" are now ready to be served. They were photographed by Julien Vonier with the aim of making the viewer's mouth water, as CD Jürg Tscharner hopes. In addition, the newly created logo with the white cross in the red chop will be used in all publications with immediate effect to support the message. For use at the POS, Polyconsult has had special pins made with the logo, which can be used to mark the quality of the cuts of meat on display with the Swiss designation of origin. The logo will also be used on various advertising materials such as Rotair, napkins, shopping bags and barbecue utensils.
The advertisers have come up with a particularly clever mechanism for using the spots. For example, one is only shown during the breaks in a sports program and is split into three parts. A bratwurst is consistently placed on the grill as the first film of an advertising block, briefly turned over in the middle of the block and then removed from the fire in the last segment - with the indication that the program will continue immediately. The media planning team also aimed to create such meaningful connections with the editorial environment when using the print subjects, as the examples below show with the witty allusion in a program guide or an advertisement in the green Beobachter.
Andreas Panzeri
Until now, the Polyconsult agency, which is now in its tenth year of managing the budget for Swiss meat, has primarily promoted the species in its campaigns. Swiss meat is valuable, healthy and good. With the current campaign, the aim is now for the first time to "stand out from the foreign competition", as head of consulting at Polyconsult Michael Brodbeck explains. Swiss meat is to be "established as a brand". This will also sharpen the profile for clear recognition and recognition. The campaign does not primarily argue with homeland protection, but rather highlights the strategy: Those who consume Swiss meat receive better quality and therefore greater enjoyment.
The CI of the campaign is a continuation of the existing imagery. With ten new subjects, 20 different "pieces of meat" are now ready to be served. They were photographed by Julien Vonier with the aim of making the viewer's mouth water, as CD Jürg Tscharner hopes. In addition, the newly created logo with the white cross in the red chop will be used in all publications with immediate effect to support the message. For use at the POS, Polyconsult has had special pins made with the logo, which can be used to mark the quality of the cuts of meat on display with the Swiss designation of origin. The logo will also be used on various advertising materials such as Rotair, napkins, shopping bags and barbecue utensils.
The advertisers have come up with a particularly clever mechanism for using the spots. For example, one is only shown during the breaks in a sports program and is split into three parts. A bratwurst is consistently placed on the grill as the first film of an advertising block, briefly turned over in the middle of the block and then removed from the fire in the last segment - with the indication that the program will continue immediately. The media planning team also aimed to create such meaningful connections with the editorial environment when using the print subjects, as the examples below show with the witty allusion in a program guide or an advertisement in the green Beobachter.
Andreas Panzeri
