Ogilvy reveals the secret of Baer Camembert

It has been around almost as long as the cheese dairy, founded in 1922 in Küssnacht by Edwin Baer, it was the first Camembert produced in Switzerland and it is one of the most popular soft cheeses on Swiss tables. So much for what was already known about Baer's Camembert. But what was a secret for many until today, is the origin of the special creaminess of the Küsssnachter soft cheese.

In the new TV spot for Baer Camembert, Ogilvy & Mather Zurich unravels this mystery, with a coherent story told in a historical setting that harks back to the early days of Baer Camembert.

The spot is also accompanied by a redesign of the packaging. The previous master cheesemaker who adorned the logo was replaced by a more authentic, quintessentially Swiss cheesemaker. While at the time of the original logo's creation, the focus was on the French soft cheese world, today - as market research clearly showed - it is precisely the differentiation from all the imported French soft cheeses that is the real challenge. Both the new design and the new TV spot therefore focus on a quaint, traditional Swissness.

Responsible at Baer or Lactalis Suisse SA: Mathilde Petit (Marketing Manager Switzerland and Austria); Adelheid Jäggi (Brand Manager). Responsible at Ogilvy & Mather: Gaby Zimmerli (overall responsibility); Thomas Bolliger (CD); Priska Meyer (art); Markus Sidler (text); Samuel Hug (consulting); Chocolate Films (production); Marcel Langenegger (direction).