In the service of man and nature

 
Agriculture Exxtra Kommunikation launches a campaign for Migros' new TerraSuisse label. 
The trend towards naturally produced food is unmistakable. At Coop, this development is called "Naturafarm". At Migros, under the "TerraSuisse" label, we can enjoy the blessings of animal-friendly and natural Swiss agriculture. The new label stands for Swiss quality, for enjoyment and for a rich plant and animal world in our country. 
Guaranteed naturalTerraSuisse replaces the previous IP-Suisse and M7 labels at Migros. This makes the product range clearer and sales easier. However, the new label not only has advantages for the sales staff, but also for the farmers. TerraSuisse guarantees natural Swiss agriculture. And it is against this background that the recently launched campaign by Exxtra Kommunikation comes into play.
The motifs for the new Migros label show native animals and plants relaxing. "The simplicity and clarity of the campaign message should also relax consumers," says CD Dieter Hofmann. Getting clear about the benefits of a label "can be quite stressful", as the creatives at Exxtra know. The reason: consumer demand for socially and ecologically responsible products has risen steadily in recent years. The range of products marked with various labels promising one or other service to the environment, people or animals is correspondingly large. "The labels should actually provide guidance - but their diversity and the sometimes unclear distinction between them sometimes causes more confusion." TerraSuisse therefore wants to do away with other labels within Migros and combine all natural products with TerraSuisse under the umbrella program "Engagement".
Habitat protectionTo ensure that the benefits of the new label are known, Exxtra Kommunikation has launched a wide-ranging, strong campaign that has been on display on posters, in print, at POP and in promotional activities since mid-April. The subjects show weasels, skylarks and yellow anemones demonstrating relaxation in almost human-like poses. The purchase of TerraSuisse-labeled products therefore helps to protect the natural habitats of native animals and plants.
What exactly lies behind this is, of course, far more complex for those interested: there is talk of agricultural and biological diversity, for example, and of a whole catalog of measures that nature-oriented farms must take. But it should be clear to everyone: What Migros is pursuing with TerraSuisse is nature conservation. And not in distant foreign countries, but on its own doorstep. The new concept should appeal to many Swiss people with an ecological awareness. This target group is to be familiarized with the new label through clear image profiling. Naturally, the relaxed animals also want to promote sales of the newly labeled products, from potatoes to meat and grain to rapeseed oil.
Andreas Panzeri