Havas Switzerland rethinks cheese traditions with Baer

Havas Switzerland launches a new campaign around Baer's iconic Swiss Camembert. By revitalizing the culinary world of the brand, Havas Switzerland succeeds in connecting Baer with Swiss consumers and making Camembert a must-have in the daily kitchen. The campaign showcases the agency's storytelling expertise while underlining the authenticity of the brand.

Reinventing Swiss classics

In the TV commercial, which has been airing since mid-October, a father prepares Chäs-Hörnli, a typical Swiss dish. This is where the Baer cheesemaker comes into play - a charming character who, with a pinch of humor, becomes the secret ingredient for the success of the meal. The familiar moment perfectly embodies the core idea of the "Cheese tradition rethought" campaign. Through its implementation, Havas Switzerland makes Baer Camembert an indispensable part of everyday meals: Because Baer Camembert not only goes well with aperitifs, but also with a variety of simple and convivial dishes.

A creative collaboration with Markenfilm

To realize its vision, Havas Switzerland teamed up with the Zurich-based production company Markenfilm. Together, they created a TV commercial that focuses on authentic moments in life. Thanks to Markenfilm's expertise, a contemporary atmosphere was created in which Baer fits in naturally. By staging moments of sharing and combining them with the simple pleasure of a good meal, Havas Switzerland has succeeded in refreshing Baer's image: From being a popular cheese for small gourmet occasions, it becomes an important ingredient in everyday cooking. This strategic positioning creates a strong link between tradition and modernity, making Baer both a symbol of Switzerland's culinary heritage and a distinctly contemporary brand.

Cross-channel activation with broad visibility

The campaign goes far beyond the TV spot and is based on a comprehensive activation strategy that includes digital campaigns, partnerships with content creators and an increased presence on social media. By working with various Swiss influencers on Instagram and TikTok, the agency and Baer offer more opportunities to rethink traditions, reach new target groups and get consumers excited about Baer cheese in different contexts. Publicis Media was commissioned with the media buying.

Responsible at Lactalis Suisse: Sarah Lecordier (Marketing Director Switzerland and Austria), Gunjan Yogalingam (Senior Brand Manager). Responsible at Havas Switzerland: Gabriel Mauron (Chief Creative Officer), Julia Fischhaber (Creative Director), Constantin Camesasca (Creative Director), Dana Steger (Junior Copywriter), Pauline Charuel (Account Director), Solenn Laurent (Account Director), Baptiste Vuffray (Senior Account Manager), Loïc Ebbing (Junior Project Manager). Responsible at Markenfilm: Lukas Waelli (Director/DoP), Gökhan Saf (1st AD), Uli Scheper (Executive Producer), Salome Raynal (Production Coordinator), Pipo Gentile (Set Manager), Max Wild (Runner), Thomas Hrabovsky (1st AC / Focus Puller), Noelani Falkiner (DIT), Denis Spycher (VTR), Oliver Muff (Gaffer), Nico Cavegn (Electrician), Nino Burkart (Grip), Lara Roos (Prop Master), Erica Büsser (Make-Up), Conny Fiseli (Styling), Jürgen Zimmerstädt (Food Stylist), Claudia Stalder (Foody Stylist Assistant). Media: Publicis.