Ruf Lanz raises awareness of milk from mother-calf husbandry
With an eye-catching campaign, Ruf Lanz invites Swiss consumers to share their milk with the calves.
In conventional Swiss milk production (including Demeter and organic), calves are separated from their mothers immediately after birth and housed in individual stalls. Otherwise, the calves would drink around 30 % of their mothers' milk, leaving less milk for human consumption. In short, the natural mother-child bond of these sensitive animals is abruptly broken in order to achieve a profitable milk yield.
Today, only around one in a thousand dairy farms in Switzerland does not separate mother and calf. The mother-calf husbandry association and the Cowpassion organization stand for this natural, animal-friendly form of milk production. "Share your milk with the calf" is therefore the motto of the awareness campaign, which was developed by the creative agency Ruf Lanz. The message is strikingly staged using the example of three milk drinkers who lovingly share their milk with a calf.
The campaign will be played out online and offline in various versions and channels. It will kick off with analog posters, e-panels and e-boards, flanked by advertisements in opinion-forming titles such as NZZ, postcards and social media posts.
Responsible at the Förderverein Mutter-Kalb-Haltung: Yvonne Isaac-Kesseli (President), Cornelia Buchli (Head of Mother-Calf Husbandry Unit) Responsible at Cowpassion: Evelyn Scheidegger (MUKA farmer and economist) Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Markus Ruf (Text), Gian Marco Juon (Consulting Management), Claudine Bernet (Consulting Assistance), Sherif Ademi (DTP). External partners: Michèle Aschmann (image processing), RTK Medientechnik (lithography), Setaprint (poster printing), Hürlimann Druck (card printing)
