Geotargeting to the nearest farm store

Swissmilk launched the platform "Vom Milchbuur" in March 2018. On the new portal, Swiss dairy farmers can present themselves with their farms, farm stores, animals and their products. Freundliche Grüsse creates the Milchbuur logo and accompanies the launch campaign with a Programmatic and Social Media Advertising concept. The campaign uses geotargeting to show the target group, down to the kilometer, which specific farms are in their immediate vicinity and which products are available for purchase at the approximately 65 different farms. The new platform is expected to grow further and the number of participating farms will increase.

From milk buur

With the "Vom Milchbuur" project, innovative dairy farmers are given the opportunity to present themselves, their farm, their cows and their farm store. In doing so, the farmers can benefit from the awareness of Swissmilk and strengthen their direct marketing. In addition, the newly created platform will communicate Swissmilk value-added topics such as animal welfare, grassland, Swiss tradition, origin and production culture. By means of infographics, video statements, and authentic images, the new website will Swissmilk.ch/vom-milchbuur and social media the topics shown. Thanks to the practical map overview, everyone can find farm stores in their vicinity at a glance and find out whether farm vacations or stable visits are on offer.

Fresh milk from the farm store - only 1 km from you

The campaign will be launched mainly via two digital channels: Programmatic display and social media, both based on precise geotargeting. The campaign subjects are designed to show a young, urban target group throughout Switzerland, accurate to the kilometer, where the nearest farm store is located. In addition, 10 Milchbuur-branded backpacks will be raffled on the website. The campaign will be continued in the summer.

Responsible at Swissmilk: Nicole Schläppi (Project Management), Michaela Schwarz (Project Assistance), Ronny Kupferschmid (Social Media), Michael Richner (Media). Responsible at Friendly regards: Pascal Deville, Samuel Textor (Creative Direction), Res Matthys, David Elmiger (Text/Concept), Alain Aebersold (Art Direction), Maude Mahrer (Graphics/Illustration), Stefanie Schmid (Consulting), Simon Keller (Social Media), Sam Lutz / Drop8 (Programmatic Advertising), Erwan Eydt (Programming).