Contexta finds: A real Appenzeller wears red

More than 60 percent of Swiss people spontaneously decide on a cheese in front of the shelf that catches their eye. The best strategy for winning them over is therefore to stand out and please - in the mind and on the shelf.

Appenzeller cheese already excels at the Top of Mind: When asked, "Which cheese advertising do you know?", 30 percent name Appenzeller advertising first. This is by far the highest value in the industry. Appenzeller advertising also scores well above the benchmark in terms of likes.

Now Contexta has set to work on the packaging of Appenzeller cheese. The goal was to stand out even more on the shelf. And to do so with an eye-catcher that springs credibly from the brand and is by no means fleetingly opportunistic. The result was the motto "A real Appenzeller wears red," which runs from the packaging to the relaunch campaign.

The new design was tested for its impact in extensive POS market research. "The POS research is promising. Together with the new campaign, we are convinced that our packaging relaunch will lead to more sales," says Rudolf Hegg, Head of Sales Promotion and Marketing at the Appenzeller Käse Variety Organization. "All our retail partners in Switzerland are joining in. This is how we create a consistent brand experience at the point of sale."

The campaign starts on March 30 and lasts until May 17. The campaign with TV as the lead medium is supported by OOH, POS digital screens and social media.