Karling: Campaign for Swiss farmers
Animals are part of every one of Switzerland's more than 55,000 farms. They witness all the work farmers do, and they are directly affected by it. Karling's new campaign illustrates what farm animals might say about their farmers.
Dairy cow Sonja, billy goat Konrad, farm dog Max and a red kite tell us what their farming families achieve every day: they produce high-quality food, they use natural resources carefully, they ensure a high level of biodiversity and their work shapes the landscape of Switzerland. Today, over 75 percent live in cities or their agglomerations. Most of these people are unaware of the interrelationships, the special services provided by agriculture and the seasonality of the products. The campaign aims to inform people about the added value of local produce and motivate them to buy it out of conviction, despite the higher prices.
The popular poster motifs replace a series of television commercials that ran in 2011-14. They are a further development of the previous campaign from 2006-10, when celebrities such as Michelle Hunziker and Fabian Cancellara made comments about Swiss agriculture in a farmer's shirt.
The campaign was launched last week with an eye-catching guerrilla display in the cities of Zurich, Bern, Basel and Lausanne. On the night of Ash Wednesday, around 800 stickers with the heads of Sonja the cow and her colleagues were wildly put up and collected again a few days later.
The official poster display will now start throughout Switzerland on Monday. Accompanying measures include a Web SpecialThe campaign also included a making of, Facebook, advertisements, promotional materials for the farms, T-shirts, carrier bags and various promotional items. Karling won the mandate eight months ago in a pitch. The campaign will be expanded over the next four years with numerous other farm animals and various online and offline activities. Incidentally, the farm animals Sonja, Max and Konrad are not fantasy products: they live together on the Hensler family farm in Einsiedeln in the canton of Schwyz.
