Chirat is looking for the super cucumber
Food cucumbers are great. They may taste sour, but they are funny. Because they parody the casting boom.
Food cucumbers are great. They may taste sour, but they are funny. Because they parody the casting boom.
Casting shows are booming, whether in Germany or Switzerland. Here in Switzerland, there are now four formats: 3+ with "Superstar", SF 1 with "MusicStar", Sat1 with "mobileAct - die Bandshow" and Coca-Cola with "Soundcheck". At the end of the year, a fifth casting show will be added: "Chirat sucht die Super-Gurke". To avoid any misunderstanding: this casting show does not select the super loser. It is the new Chirat advertising campaign that Unilever Switzerland is launching at the same time as the other casting shows. The animated spots will be shown towards the end of the year. Then, after a break of almost 20 years, the musical Chirat gherkins will show that gherkins don't necessarily have to be sour, but have a sense of humor. In four episodes, four super gherkin candidates sing for a place in the Chirat jar. Motto: Only the best and crunchiest make it into the jar. They are judged by a super cucumber jury, which is reminiscent of the DSDS jury.
The advertising agency JWT+H+F from Zurich designed the cartoon advertising campaign. Chirat and cartoons have a long tradition. Chirat launched an animated film campaign back in the 1980s. JWT+H+F has now built on this tradition. The comic style was retained as a visual element, the cucumber as the hero and, last but not least, the jingle of the singing cucumbers. The creative concept comes from Remy Fabrikant. The commercials were produced by Le-Studio Production in Geneva. The soundtrack was provided by Tonstudio Jingle Jungle from Zurich.
The Swiss brand Chirat has stood for quality for decades. Chirat gherkins are the market leader in the pickled vegetable sector in Switzerland. Thanks to their taste and crunchiness, Chirat gherkins can be found in almost every Swiss household. Raclettes without Chirat gherkins are just as unthinkable as fondue without kirsch. However, the market has been shrinking for a few years now. Not least because it is hardly supported by communication. The new commercials are intended to revive the market and bring new life to consumers' pickle jars.
Farmers have nothing to laugh aboutChirat's company history began almost 150 years ago. In 1859, Charles Chirat and two friends founded the company Gardy, Chirat et Cie. In 1900, they began producing delicatessen products in vinegar. Today, the pickle has an existential problem in Switzerland. At the beginning of September, you could read the following headline: "Will the last Swiss gherkins be available this year?" The reason: the nightshade crop is not profitable enough for Swiss farmers. The largest Swiss producer is thinking of giving up.
Even if the farmers no longer want it and the Swiss market is shrinking, the new casting show campaign "Chirat sucht die Super Gurke" (Chirat is looking for the super cucumber) will be launched at the end of the year. A simultaneous promotion and a casting website (
) with mobile downloads of the films accompany the new website and will certainly make it an exciting cross-media experience.Christian Lüscher
Casting shows are booming, whether in Germany or Switzerland. Here in Switzerland, there are now four formats: 3+ with "Superstar", SF 1 with "MusicStar", Sat1 with "mobileAct - die Bandshow" and Coca-Cola with "Soundcheck". At the end of the year, a fifth casting show will be added: "Chirat sucht die Super-Gurke". To avoid any misunderstanding: this casting show does not select the super loser. It is the new Chirat advertising campaign that Unilever Switzerland is launching at the same time as the other casting shows. The animated spots will be shown towards the end of the year. Then, after a break of almost 20 years, the musical Chirat gherkins will show that gherkins don't necessarily have to be sour, but have a sense of humor. In four episodes, four super gherkin candidates sing for a place in the Chirat jar. Motto: Only the best and crunchiest make it into the jar. They are judged by a super cucumber jury, which is reminiscent of the DSDS jury.
The advertising agency JWT+H+F from Zurich designed the cartoon advertising campaign. Chirat and cartoons have a long tradition. Chirat launched an animated film campaign back in the 1980s. JWT+H+F has now built on this tradition. The comic style was retained as a visual element, the cucumber as the hero and, last but not least, the jingle of the singing cucumbers. The creative concept comes from Remy Fabrikant. The commercials were produced by Le-Studio Production in Geneva. The soundtrack was provided by Tonstudio Jingle Jungle from Zurich.
The Swiss brand Chirat has stood for quality for decades. Chirat gherkins are the market leader in the pickled vegetable sector in Switzerland. Thanks to their taste and crunchiness, Chirat gherkins can be found in almost every Swiss household. Raclettes without Chirat gherkins are just as unthinkable as fondue without kirsch. However, the market has been shrinking for a few years now. Not least because it is hardly supported by communication. The new commercials are intended to revive the market and bring new life to consumers' pickle jars.
Farmers have nothing to laugh aboutChirat's company history began almost 150 years ago. In 1859, Charles Chirat and two friends founded the company Gardy, Chirat et Cie. In 1900, they began producing delicatessen products in vinegar. Today, the pickle has an existential problem in Switzerland. At the beginning of September, you could read the following headline: "Will the last Swiss gherkins be available this year?" The reason: the nightshade crop is not profitable enough for Swiss farmers. The largest Swiss producer is thinking of giving up.
Even if the farmers no longer want it and the Swiss market is shrinking, the new casting show campaign "Chirat sucht die Super Gurke" (Chirat is looking for the super cucumber) will be launched at the end of the year. A simultaneous promotion and a casting website (
) with mobile downloads of the films accompany the new website and will certainly make it an exciting cross-media experience.Christian Lüscher
