Uncle Herbert cuts open

Meat products The Reinhold office wants to
establish a new Swiss original: Uncle Herbert and the delicacies
of its Malbuner brand.
"The greatest advertising ideas cannot be
You have to invent them, you have to find them," says Reinhold Weber. Although his
new customer Malbuner "forbidden" at the first briefing, with Uncle
Herbert, the founder of the delicatessen supplier from the Principality of
Liechtenstein. However, the more Reinhold's team became involved with
to the Malbuner family business, its products and above all its
senior partner, the more inevitable it seemed that the
an advertisement with the old patron.

Uncle Herbert. Herbert Ospelt is greeted like this everywhere in the company,
and as Uncle Herbert, the 78-year-old inventor of the brand
Malbuner also introduces himself to every guest or new employee. Reinhold
now makes Herbert a brand icon. Not as a fictional character, but
as a found original. It should come across in advertising as
he really lives, lives and works for both customers and employees.
is popular in his company.

Even today, Uncle Herbert still has new ideas for new
Products in his head. He has been wearing a Texan hat on his head since he
once spent some time in America when he was young. Another
Trademark: Uncle Herbert also has a real-life version of the future in
always has a cheeky line in advertising.

That is why the Zurich advertising agency Reinhold Onkel Herbert von
the entrepreneurial personality to become a brand icon for Malbuner, "because
only Malbuner has Uncle Herbert - and this man is bursting with good
ideas and quirky stories," says Reini Weber. The Malbuner brand
- including the slogan "Mal besser. Malbuner" - was created by Uncle Herbert in 1971
was born. Today, Malbuner stands for meat specialties and several
production sites in Switzerland and the Principality of Liechtenstein.

In 1956, Herbert Ospelt took over a butcher's shop from his father Albert in
Vaduz. However, Herbert did not want to slaughter himself and concentrated
his strengths in the convenience food sector. His company is
in four decades from a small butcher's store to a
international group of companies with 1800 employees.
The family business has been run by Uncle Herbert's son since 1992.
Alexander Ospelt, who made Malbuner one of the most important
expanded the corporate groups in the food sector. Uncle Herbert remained
closely connected to the company and is still in the office almost every day.
at the crack of dawn at Malbuner.

Malbuner has since become one of the best-known and strongest brands in the world.
in Switzerland, and market research shows amazing things:
Malbuner made particularly strong gains among young people last year.
This lead is now to be extended even further with
rather unconventional communication.

Strengthening and updating the brand
"We cannot and do not want to afford advertising with a steamroller,
so in the next few years we Malbuner will be working with Uncle Herbert and
many unconventional ideas and advertising materials to strengthen the
and update it," says the man responsible for the Malbuner brand.
Otmar Hofer.

The campaign starts this week in high-circulation newspapers such as Blick,
for the first time on a whole back page of 20 minutes or in the
SonntagsZeitung. During the establishment phase, a high frequency of 36
unique advertisements introducing Uncle Herbert and his -
extremely accurate - principles.

Reinhold Weber: "Over time, a dialog between Uncle Herbert
and the people. You will love Uncle Herbert, because Uncle
Herbert does not speak from above in some artificial
He doesn't use advertising German, but the way his beak grew. The
people appreciate, and soon he will become one of us."

The campaign with Uncle Herbert will be consistent and consistent
pulled through. As early as last fall, Malbuner had already
new products from Uncle Herbert with a shipment of
Teaser bacon boards sold in stores. On such real
board, for example, read: "In the future I will cut in the
advertising a little. Your uncle Herbert." Also in a
sales folder, which is sent to all key buyers at Coop and Migros
was sent, Uncle Herbert opens his mouth by going to the
bluntly says, for example, that you don't need expensive
to conduct market research. You might as well ask him.

The broad-based print campaign is flanked by selective
Poster and advertising campaigns, direct mails, promotions,
competition and the website www.malbuner.ch. Internally, too
Uncle Herbert communicates vigorously with mouse mats and T-shirts,
in-house posters and much more.

In addition, Uncle Herbert's likeness is emblazoned on the launch phase
of every Malbuner pack. Malbuner boss Otmar Hofer says with a grin:
"That's several hundred thousand free posters in the middle of the
Stores - Uncle Herbert did that very well."
 

Andreas Panzeri