Honest is good meat

Freiburghaus & Partner awakens the new love of meat for ProviandeIn the past, meat dishes were not at the top of Mr. and Mrs. Swiss people's menus. Mad cow disease, foot-and-mouth disease and scandals surrounding the misuse of antibiotics in animal husbandry have spoiled the appetite of many a carnivore. The industry organization Proviande wants to counterbalance the horror scenarios, which are mainly presented in the media, with a national image campaign. Swiss meat is to be repositioned as a quality brand. The Bern-based agency Freiburghaus & Partner is therefore showing the unspectacular everyday (meat) life on posters and advertisements throughout Switzerland. page 12