Integrated communication staged in a culinary way

"Marketing brands, events and functions is a constantly growing challenge.This is reflected on the one hand in the increased expectations of consumers, who are faced with a very diverse range of products and possible events, and on the other hand for potential sponsor commitments, who demand concrete added value for their investment," says Patrik Luther, Account Director at Coundco.

For this reason, Coundco's integrated communication concept "Gustofestival" aims to present products, brands and services with passion and creativity, appealing to the participants' senses on various levels and thus creating a lasting brand experience.

"The Gustofestival brand stands for enjoyable brand presentations with memorable value. The focus here is on integrated communication; all stakeholder groups involved are analyzed in detail as part of the overall concept and are given a tailor-made platform in order to be remembered positively and for the long term by their target group," explains Patrik Luther.

With the unique gourmet event "Buenos Aires Gourmet", Coundco tested the new concept on its own initiative as a proof of concept. From September 17 to 21, the ambassadorial city of Solothurn was the venue for the culinary staging of Argentina at the highest level with Mediterranean flair. Accompanied by various cultural highlights: The Argentinian guest chefs Diego Gera, Dario Gualtieri and Martin Molteni are considered top speakers for the new Argentinian cuisine in their home country of Argentina and enjoy international renown. It was also an honor and a pleasure to announce that celebrity chef Dolli Irigoyen spontaneously agreed to participate in the Gustofestival and even took on the role of patron for "Buenos Aires Gourmet". Under the direction of Boris Walker, who had overall responsibility on the agency side thanks to his gastronomic experience in Argentina.

In addition to the culinary highlights, the agency presented a varied and cultural supporting program on the theme of Argentina as part of the Gustofestival. Stories were told, people danced the tango at the market and, in the spirit of Astor Piazzola, there was a bandoneon matinee. Another highlight was the performance in the Stadtcasino by the Duo Hohe Stirnen (Pedro Lenz, author, and Patrik Neuhaus, piano) with "I bi meh aus eine - die bemerkenswerte Geschichte eines Emmentaler Siedlers" ("I bi meh aus eine - the remarkable story of an Emmental settler"), who fled to Argentina in 1860 and became someone else there in the truest sense of the word.

In record time, Coundco, supported by the uncomplicated and open commitment of all those involved, organized and orchestrated the festival and implemented the entire integrated communication, taking all participants and partners into account.

Responsible at Coundco: Boris Walker (overall responsibility), Patrik Luther and Garry Bachmann (concept, strategy), MarieSophie Pascher (art direction), Thea Meier (graphic design), Visay Saycocie, Gian Gebhardt (development), Stephanie Steinmann (press, Stephanie Steinmann Public Relations).