Let the eye smell the roast
Food Polyconsult in Bern serves up a new campaign for Proviande featuring Swiss meat.
Food Polyconsult in Bern is serving up a new campaign for Proviande featuring Swiss meat. "Swiss meat - everything else is a side dish." Proviande's advertising has been based on this recipe since 2005. After various below-the-line projects, Polyconsult was able to bring this budget to Berne following a pitch in 2004. The agency's first campaign involved a TV campaign, advertisements and posters in butchers' shops. The films and print subjects showed plates where the meat was omitted and only the side dish was shown for the disappointed protagonists. It worked. After nine months, the claim was already recognized by 54 percent of the population. The meat industry can report market growth of 1.3 percent for 2006 - and this in a saturated food market. Beef consumption increased for the third year in a row, by 5.6 percent in 2006. Overall, per capita consumption increased by 0.6 percent to 51.3 kilos per person per year. Thanks to good demand, domestic production of animals for slaughter increased by 2.7 percent.
The campaign has now been running for two years. Polyconsult is therefore convinced that the population knows the mechanism of this advertising and that the campaign can be developed further. The message remains the same. However, the implementation now shows the meat instead of the side dishes. The message is communicated: Swiss meat promises enjoyment and health. It is an essential part of a balanced diet.
"In the past, meat was often replaced by plant-based foods, but according to the latest scientific findings, it is once again the focus of a healthy and balanced diet," says Regula Kennel, Head of Communications at Proviande. The industry organization and Polyconsult took this rethink as an opportunity to turn the tables. Now meat substitutes and side vegetables are being targeted - with meat photos that make your mouth water. The "side dishes" are slightly provocative headlines. These ironic texts are intended to attract attention when viewed.
Julien Vonier took "wonderful photos", as CD Jürg Tscharner is pleased to report. Polyconsult chose a different approach and "deliberately didn't want a food photographer", but someone who is very good with light and can not only photograph perfect food, but above all create an atmosphere. "We wanted these pictures to stand out from the recipe book," says consultant Erich Schlumpf.
From June, the print subjects will also be accompanied by a TV commercial, which is currently being filmed by Rosas 'n' Co.
Andreas Panzeri
The campaign has now been running for two years. Polyconsult is therefore convinced that the population knows the mechanism of this advertising and that the campaign can be developed further. The message remains the same. However, the implementation now shows the meat instead of the side dishes. The message is communicated: Swiss meat promises enjoyment and health. It is an essential part of a balanced diet.
"In the past, meat was often replaced by plant-based foods, but according to the latest scientific findings, it is once again the focus of a healthy and balanced diet," says Regula Kennel, Head of Communications at Proviande. The industry organization and Polyconsult took this rethink as an opportunity to turn the tables. Now meat substitutes and side vegetables are being targeted - with meat photos that make your mouth water. The "side dishes" are slightly provocative headlines. These ironic texts are intended to attract attention when viewed.
Julien Vonier took "wonderful photos", as CD Jürg Tscharner is pleased to report. Polyconsult chose a different approach and "deliberately didn't want a food photographer", but someone who is very good with light and can not only photograph perfect food, but above all create an atmosphere. "We wanted these pictures to stand out from the recipe book," says consultant Erich Schlumpf.
From June, the print subjects will also be accompanied by a TV commercial, which is currently being filmed by Rosas 'n' Co.
Andreas Panzeri
