Zeitgeist: Bread competence campaign for Avec
Under the slogan «Your bread for every occasion...,» the convenience retailer Avec launched a three-week campaign on May 2, 2016, designed to draw customers’ attention to its wide selection of breads—freshly baked until closing time.
The campaign is once again supported by the popular scratch-off tickets, with which there are great instant prizes to be won. Few customers are aware that a wide selection of high-quality Swiss-made bread is available in the 116 participating Avec Shops. The Avec stores are open until late in the evening, so customers can still get their crusty fresh loaf or roll even at a late hour.
During the campaign period, the bread buyer receives 2 scratch-off tickets for every monthly bread purchased in May (chia bread). For all other large loaves, as well as for specially marked products, the customer will receive 1 lottery ticket each. In this way, a total of 200'000 attractive instant prizes will be raffled off in just 3 weeks. In addition as main profits 10 Gourmet Kochkurse for 2 persons each wave. Anyone can take part at www.Avecch/win. Discover the world of bread!
This campaign was conceived and created together with the agency Zeitgeist Kommunikations AG. Under the guiding idea "Your bread for all occasions... ...freshly baked until closing time", a key visual for the campaign was developed and shot, which generally refers to Avec's bread competence.
Various communication measures were realized: Posters, scratch cards, wobblers as well as web and Facebook support.
Responsible at Valora Switzerland: Violetta Ziehlke and Lucia Rosendo (Marketing Valora Retail). Responsible at Zeitgeist: Brigitte Naschberger (Senior Account Director), Jacqueline Betschart (Junior Account Manager), Birgit Mühleder (Junior Art Director). Photos: Leu & Partner and Carmen Baumgärtner, Design Assistance (Art Direction).
