Openroom: What a funnel has to do with AOP-IGP
The current campaign for AOP-IGP Switzerland focuses entirely on tradition, craftsmanship, origin, and enjoyment. To illustrate this, the Zurich-based agency Openroom uses a funnel.
The national campaign for AOP-IGP Switzerland aims to give consumers an understanding of what the AOP and IGP quality labels stand for and why they should always be the first choice for Swiss specialties.
At the center of the communication measures is a so-called bed funnel. The wooden funnel instrument is usually made of wood and is used by Alpine herdsmen to shout the Alpine blessing loudly and audibly across the valley. The funnel bundles and amplifies the human voice and works like a megaphone.
But why a bed funnel as a central communication element? "With the bed funnel, we have created a strong, independent key visual that perfectly conveys the main values of AOP and IGP - origin, tradition and craftsmanship," explains Eric Voser, Creative Director of Openroom. "Like the fine AOP-IGP products, the bed funnel also stands for a region of origin and the Alpine cultural heritage, recalls old traditions that have been passed down from generation to generation and brings together Alpine customs and a love of artisanal production."
Why AOP-IGP is the better choice
In a world full of mass-produced products and interchangeable names, AOP and IGP are intended to provide orientation and trust. Both quality labels distinguish carefully selected products, such as Tête de Moine AOP or St. Gallen Bratwurst IGP, which are deeply rooted in Switzerland's regional identity.
"Consumers should understand: AOP and IGP are not just any old logos - they are promises. Those who opt for them are choosing genuine craftsmanship, genuine regionality and certified quality," explains Heinz Neuhaus, Head of Marketing and Communication at AOP-IGP Switzerland.
Campaign with bite
The bed funnel from AOP-IGP is currently available in a variety of
of content formats: in commercials with an emotional, humorous appeal, on posters for broad visibility and in various social media formats tailored to a younger audience.
Across all media, the campaign shows what makes Switzerland's two strong quality labels so special - and why they are so much more than just labels.
Person in Charge at AOP-IGPAlain Farine, Director and overall responsibility; Heinz Neuhaus, Communications/PR. Responsible at Openroom Creative AgencyEric Voser, Strategy and Creative Director; Monica Kissling, Project Management; Célia Voser, Project Manager; Berivan Günüc, Consulting; Niklas Nowak, Social Media; Andreas Konrad, Art Director; Tamara Haf, Digital Art Director; Tamas Kiss, Copywriter. Responsible for cameraman: André Agustoni, Producer; Stefan Dux, DOP; Atila Ulcay, DOP; Sascha Felix, DOP; Ljubomir Lukas, Color grading; Oliver Probst, Audio Producer. Responsible at 1291 Production: Oliver Keller, Special Effects. Photography: Yves Roth, photographer; Vera Guala, food stylist.
