Organic table cover yourself
cR DDB developed the campaign for the WWF's eco-friendly food label, Goût Mieux
cR DDB has prepared the presentation for the WWF's Goût Mieux organic food labelBy Ernst Weber More and more restaurant visitors want to know exactly where the products used to prepare their meals come from. To ensure that organic labels are no longer the exception in gastronomy, WWF Switzerland is launching the Goût Mieux gastronomy label. The Basel agency cR DDB has realized the launch campaign.
Ecologically and socially responsible food is a growth market. But so far only in the retail trade. In recent years, the consumption of organic products has increased rapidly in Switzerland. According to Coop, sales of Coop Naturaplan products rose from around CHF 100 million in 1995 to around CHF 900 million in 2001. Migros generated around 12 percent of its retail sales, or 1.7 billion Swiss francs, with organic products in 2001. This corresponds to an increase of 30 percent compared to the previous year.
However, the consumer demand for food that is produced close to nature has not yet reached the food service industry. However, according to the WWF, 44 percent of expenditure on food is made there. One exception is the Knospen-Küche label. This label certifies restaurant kitchens that are run in accordance with the requirements of Bio Suisse. This situation has convinced the WWF that "the time is ripe for the Goût Mieux gastro label".
Natural subjects without a grain-picker image
Launched by the WWF in May, the label offers participating establishments - 42 restaurants already have it - the prospect of image enhancement and economic benefits. The WWF is also supporting the launch with media partnerships with Schweizer Familie and the gourmet magazine Salz & Pfeffer as well as an advertising campaign.
While the magazines present a Goût Mieux restaurant to their readers in each issue, the campaign aims to raise awareness of the new Swiss gastronomy seal of quality at consumer level and encourage consumers to visit the certified restaurants.
A budget in the millions has been allocated to achieve the advertising goal. Four to five double-page advertisements are planned, which will be placed in two waves (fall and spring). Each tranche will focus on a specific theme. In autumn it will be the Alps, in spring the focus will be on the element of water. The campaigns will respond emotionally to the main themes by selecting appropriate images.
The subjects give the impression of being close to nature. "However, they do not tempt the viewer to dismiss the appearance as an intrusive attempt by alternative grain pickers," says Daniel Bürgi, strategic planner and campaign manager at cR DDB. For example, the motif of an alpine meadow strewn with cow dung creates broad acceptance. It is broken up and integrated into the campaign objective by the headline "Essential for a Goût Mieux restaurant".
In order not to place any unnecessary obstacles in the way of the label, the campaign lacks any reference to the WWF at first glance. cR DDB refrained from using the panda logo as an identification element. According to the agency, it would have been out of place to use an endangered animal species to promote culinary delights. With the Goût Mieux brand, on the other hand - the name is based on the GaultMillau restaurant guide - nobody is bothered by the fact that it focuses on culinary delights.
"An environmental protection organization doesn't trigger any associations with pleasure," says Peter Frey, owner of cR DDB.
The umbrella presentation is flanked by a witty small advertisement campaign. It operates with catchy headlines such as "A candlelight dinner where you know every sow?" The Goût-Mieux restaurants are listed in these advertisements.
As soon as at least 100 establishments take part in the campaign, the WWF plans to publish a restaurant guide. It is intended to provide eco-gourmets with an overview of the Goût Mieux scene. At the beginning of 2005, the environmental organization plans to transfer the marketing of the label to an independent organization.
Restaurants are contractually bound by guidelines
The environmental protection organization awards the seal of approval to restaurants that contractually undertake to offer and label three Goût Mieux menus every day. Only products from certain eco-labels may be used as the main ingredients. Controversial foods that contradict the philosophy of natural and social production must be removed from the menu.
In addition, the menu must consist primarily of regional and seasonal products. The requirements apply to the entire menu, not just to Goût Mieux menus. Restaurateurs can find a database of approved labels and suppliers at www.gout mieux.ch.
The restaurants are inspected at least once a year by the independent company Bio Inspecta, which is recognized by the federal government. In the event of repeated violations, organic offenders will have their seal of approval revoked.
The environmental organization began certifying restaurants in May. Since the label was launched at the beginning of September, a further 37 restaurants have registered their interest in participating in addition to the 42 contracted businesses. And from January 2003, 28 Manora restaurants will also be taking part in the campaign. "We realize that the project meets a real concern", says Jennifer Zimmermann, campaign manager at WWF.
Ecologically and socially responsible food is a growth market. But so far only in the retail trade. In recent years, the consumption of organic products has increased rapidly in Switzerland. According to Coop, sales of Coop Naturaplan products rose from around CHF 100 million in 1995 to around CHF 900 million in 2001. Migros generated around 12 percent of its retail sales, or 1.7 billion Swiss francs, with organic products in 2001. This corresponds to an increase of 30 percent compared to the previous year.
However, the consumer demand for food that is produced close to nature has not yet reached the food service industry. However, according to the WWF, 44 percent of expenditure on food is made there. One exception is the Knospen-Küche label. This label certifies restaurant kitchens that are run in accordance with the requirements of Bio Suisse. This situation has convinced the WWF that "the time is ripe for the Goût Mieux gastro label".
Natural subjects without a grain-picker image
Launched by the WWF in May, the label offers participating establishments - 42 restaurants already have it - the prospect of image enhancement and economic benefits. The WWF is also supporting the launch with media partnerships with Schweizer Familie and the gourmet magazine Salz & Pfeffer as well as an advertising campaign.
While the magazines present a Goût Mieux restaurant to their readers in each issue, the campaign aims to raise awareness of the new Swiss gastronomy seal of quality at consumer level and encourage consumers to visit the certified restaurants.
A budget in the millions has been allocated to achieve the advertising goal. Four to five double-page advertisements are planned, which will be placed in two waves (fall and spring). Each tranche will focus on a specific theme. In autumn it will be the Alps, in spring the focus will be on the element of water. The campaigns will respond emotionally to the main themes by selecting appropriate images.
The subjects give the impression of being close to nature. "However, they do not tempt the viewer to dismiss the appearance as an intrusive attempt by alternative grain pickers," says Daniel Bürgi, strategic planner and campaign manager at cR DDB. For example, the motif of an alpine meadow strewn with cow dung creates broad acceptance. It is broken up and integrated into the campaign objective by the headline "Essential for a Goût Mieux restaurant".
In order not to place any unnecessary obstacles in the way of the label, the campaign lacks any reference to the WWF at first glance. cR DDB refrained from using the panda logo as an identification element. According to the agency, it would have been out of place to use an endangered animal species to promote culinary delights. With the Goût Mieux brand, on the other hand - the name is based on the GaultMillau restaurant guide - nobody is bothered by the fact that it focuses on culinary delights.
"An environmental protection organization doesn't trigger any associations with pleasure," says Peter Frey, owner of cR DDB.
The umbrella presentation is flanked by a witty small advertisement campaign. It operates with catchy headlines such as "A candlelight dinner where you know every sow?" The Goût-Mieux restaurants are listed in these advertisements.
As soon as at least 100 establishments take part in the campaign, the WWF plans to publish a restaurant guide. It is intended to provide eco-gourmets with an overview of the Goût Mieux scene. At the beginning of 2005, the environmental organization plans to transfer the marketing of the label to an independent organization.
Restaurants are contractually bound by guidelines
The environmental protection organization awards the seal of approval to restaurants that contractually undertake to offer and label three Goût Mieux menus every day. Only products from certain eco-labels may be used as the main ingredients. Controversial foods that contradict the philosophy of natural and social production must be removed from the menu.
In addition, the menu must consist primarily of regional and seasonal products. The requirements apply to the entire menu, not just to Goût Mieux menus. Restaurateurs can find a database of approved labels and suppliers at www.gout mieux.ch.
The restaurants are inspected at least once a year by the independent company Bio Inspecta, which is recognized by the federal government. In the event of repeated violations, organic offenders will have their seal of approval revoked.
The environmental organization began certifying restaurants in May. Since the label was launched at the beginning of September, a further 37 restaurants have registered their interest in participating in addition to the 42 contracted businesses. And from January 2003, 28 Manora restaurants will also be taking part in the campaign. "We realize that the project meets a real concern", says Jennifer Zimmermann, campaign manager at WWF.
