No secret: everyone loves Gruyère AOP

Numéro 10 presented more than 50 subjects in the pitch for Gruyère AOP. "The campaign should work like a saga that can be told over and over again," explains Gilles Aeby from the bilingual agency in Bern. The idea is designed to run for three years for the time being. The first wave with five subjects will run in December and January. Further seasons will follow in the spring and fall.

New productions with packshots of Gruyère AOP are shown again and again. This is accompanied by a claim that begins with the words "Also for ...". Market research shows that not only 9 out of 10 Swiss people occasionally like cheese from the Gruyère region. Almost 50 percent, or half, also describe the specialty as their preferred variety. For the other half, the following subjects have been created, which can be continued indefinitely: "Also for ..." Families, nudists, curious people, hikers or couples. The subjects can also be adapted to current situations, for example on public holidays, on Valentine's Day, during the Olympics or at the football World Cup. A TV commercial, which has lower production costs thanks to motion design, can also be updated again and again with different vignettes.

The tangy cheese, which will be marketed under international protection as Gruyère AOP from 2014, is considered the oldest traditional variety in Switzerland and was first documented in 1115. The variety is also very popular abroad and is advertised there by Numéro 10, albeit with fewer gimmicks in the motifs.

Andreas Panzeri