Start of a new future: Emmentaler focuses on millennials

Emmentaler AOP is launching a new international brand campaign in Switzerland and some European countries in 2023. According to the company, this marks a new era - because with the new campaign, the Swiss cheese brand wants to consciously address the younger generation and refers to their values, needs and lifestyles. And it does so by showing that its brand values and everyday choices fit perfectly with the lifestyle and needs of millennials.

"Share a Piece of You" is intended to create a connection between product and consumer, between passionate craftsmanship and conscious enjoyment. The campaign, which will run for several years, is intended to make Emmentaler AOP, as a versatile and varied source of enjoyment, a constant part of Millennials' lives.

The target group analysis conducted by Emmentaler Switzerland shows that Millennials' consumption and enjoyment habits are closely linked to lifestyle, sociability and well-being. Whether they are culinary foodies, lifestyle-oriented and health-conscious digital natives, travelers or family-oriented epicureans, they value transparency, high quality and sustainability, and love to share their food with friends and family.

Millennials trust the values of the cheese brand

Do Gen Y and Emmentaler AOP go together? Yes. According to Emmentaler, millennials trust in the same strong values that characterize one of the oldest Swiss cheese brands - Emmentaler AOP: Quality awareness, animal welfare, regional craftsmanship, origin and transparent processes in the supply chain, sustainability in combination with the knowledge and experience of the cheese makers.

"Share a Piece of You marks the start of the future for Emmentaler AOP," says Urs Schlüchter, Director of Emmentaler Switzerland. "A world-renowned brand with a centuries-old tradition shares its values not only with its existing consumer:s, but also with the younger generations, the millennials, who believe in the same values that have always inspired Emmentaler AOP. The strongest asset of this campaign is the chosen language and tone, and the ability to address the issues that matter most to the younger generations. Share a Piece of You is much more than a new positioning, it is a powerful and immediate call to action. A call-to-action that connects our brand with modern consumer:s."

Visible in several countries

In the coming months, the brand campaign will be launched in Switzerland, Italy, Germany, France, the Benelux countries, and Spain. Depending on the country, the campaign can be seen in various online and offline media, such as via TV, in online news portals, on YouTube, Instagram, Facebook and on emmentaler.ch. The aim is to continuously increase awareness of Emmentaler AOP, especially among millennials.