In flagranti promotes Swiss bread with an origin campaign
With its «Yes to Origin, Yes to Switzerland» campaign, the Swiss Bread Association is drawing attention to the importance of making informed choices when buying bread. The campaign, conceived by in flagranti, responds to the new origin labeling requirements for open-sale products and aims to encourage consumers to rethink their purchasing habits.
Starting in 2025, the origin of bread and pastries will also be labeled in open-shelf displays. This gives consumers the freedom to choose between Swiss bread and products from abroad. The Swiss Bread Association is now launching an advertising campaign in collaboration with the agency in flagranti to encourage conscious shopping.
Most consumers buy bread believing it is locally produced. But this assumption is misleading: On average, 17 kilograms of imported baked goods and pastries are purchased per person per year. That amounts to 161,000 metric tons per year.
Informed Choices at the Point of Sale
With its «Yes to Origin, Yes to Switzerland» advertising campaign, the Swiss Bread Association encourages consumers to make more conscious choices when buying bread. Since the decision to buy is made at the counter, three ad themes—both online and along the shopping route—remind shoppers to make a conscious choice. At the point of sale, high-quality promotional materials send a strong message in support of Swiss bread.
The campaign and in-store initiatives are complemented by fun and inspiring online content packed with substance—from delicious recipe ideas to Grunder’s “Year of Wheat”—so you can see just how much dedication really goes into Swiss bread.
Responsible at the Swiss Bread Association: Client. Responsible for "in flagranti": Concept, Design, and Production. Responsible for photography and video: Pascal Triponez and Michele di Fede. Responsible for Media: APG, AMS-Agro Marketing Suisse, caught red-handed.
