Franz & René launches the brand Sel des Alpes

The salt from the Saline de Bex, a symbol of Vaud's cultural heritage, has been marketed throughout Switzerland under the brand name Sel des Alpes since April 2014. This high-quality product, the result of a long tradition and certified as environmentally friendly by several labels, is a true flagship for the canton of Vaud, as detailed in a press release.

Sel des Alpes comes from the Swiss Alps, making it a unique and 100 percent Swiss product of absolute purity. The range of nine products - from fine table salt to Sel à l'Ancienne, which is produced entirely according to traditional methods, to herbal salt - will now be able to win over Swiss consumers from all parts of the country.

Franz & René and Saline de Bex have been working closely together for over a year to jointly develop the strategy, communication methods and other elements in connection with the nationwide launch of the Sel des Alpes brand. In addition to a poster campaign, advertisements in the Swiss press, TV commercials and sponsorship, the program also includes the packaging concept for Sel à l'Ancienne as well as the design of brochures, sales folders, mailings and sales campaigns. The latter are to take place primarily at railroad stations. All of this will be created and developed in-house by Franz & René.

By positioning Sel des Alpes in a higher price segment than that of classic fine table salts and with the various special products for gourmets, the aim is to appeal to a discerning culinary public that values local products. The authenticity, Swiss origin and high quality of the product are the core elements that are taken up in the communication campaign. The slogan "The top Swiss salt" positions the brand unmistakably. The origin and unique character of Sel des Alpes is also trumpeted in the campaign hook - The Taste of the Alps - and in the visual elements of the campaign.