Consistent and naturally organic

Spillmann Felser Leo Burnett has been working for Bio Suisse for several years. Most of this time has been spent advertising organic products. Now the association has commissioned the agency to develop a campaign that focuses on the strict Bio Suisse guidelines and at the same time highlights the passion and extra effort put in by organic farmers. "We want to show consumers how much commitment, love and enthusiasm we put into producing organic products in the countryside," explains Head of Marketing Jürg Schenkel. At the same time, the idea was also intended to pay tribute to the claim "Bring back the taste".

For once, the new campaign for Bio Suisse does not focus on the individual product, but on the organic farmer. More precisely, his conviction and commitment. The fact that Bud products are grown without chemical spraying is communicated both in the TV commercial and in the various advertisements.

Organic food is produced in harmony with nature. This means natural growth, species-appropriate animal husbandry and a strict renunciation of genetic engineering, artificial fertilizers and synthetic chemicals. For once, the new campaign for Bio Suisse does not focus on individual products. A spot by SFLB with Solid & Hallerfilm focuses on an organic farmer. His strong conviction for his spraying agent and turbo feed for high-performance animals is portrayed with humor. However, those who adhere to the strict Bio Suisse guidelines not only have more work to do, but also lower yields than conventional farmers: produce has to be cultivated using organic methods and fields sometimes still have to be weeded by hand. What's more, vegetables grow more slowly without artificial fertilizers and cows that do without turbo feed such as soya and cereals produce less milk. The TV commercial created by SFLB answers the question of what drives organic farmers to passionately pursue their work: Because only products that are created as naturally as possible taste the same.

A story with good taste

In collaboration with Nature and under the direction of the two Swiss directors Rainer Binz and Benjamin Kempf-Siemens, who also work a lot in Germany under the name Regie-Pack, a TV commercial has been created that conveys the message in a charming way: While the organic farmer goes about his daily work on the farm, various representatives offer yield-oriented products. The products on offer range from pesticides to concentrated feed and artificial fertilizers. However, as all the products contradict the organic farmer's convictions, he waves them away with thanks. Finally, when the last representative is unexpectedly handed an organic apple, he gets a taste.

The representative immediately realizes what the organic farmer retains by not using chemicals: the natural taste. To develop the commercial and underpin the concept, Bio Suisse involved six agricultural producers in a working group, as Sylvia Gysin-Ziegler, project manager for communications at the association, explains. These representatives from the green front felt that the film was approved correctly, albeit with the necessary humor, as producer Rudi Haller expresses his satisfaction. A long version of the commercial and the making-of can be seen at bio-suisse.ch. The original spot (33'') and two short versions (22'') have been shown in the TV advertising block since September. Advertisements are being placed in parallel.

Andreas Panzeri