More Nutrition: TV Campaign in Switzerland in Ten Days
More Nutrition launched its first TV campaign in Switzerland—produced by Goldbach Media, myrga, and AEOS in just ten days. The advertising impact study shows that even TV campaigns planned on short notice can achieve lasting brand impact.
More Nutrition, a provider of reduced-sugar nutritional products and dietary supplements that is part of the Quality Group, has entered the Swiss market with a TV campaign—and at a pace that challenges the perception of television as a slow-moving medium. The More Nutrition TV campaign was produced in collaboration with Goldbach Media, the media agency myrga, and the data specialist AEOS in just ten days.
A challenging starting point, tight time frames
The Swiss market for meal replacement products is considered highly competitive. The planned campaign launch at the beginning of the year—timed to coincide with the storytelling around New Year’s resolutions—left very little time for planning and execution. This contradicted the widespread assumption that TV campaigns can only be planned months in advance.
The goal of the four-week campaign was to quickly establish brand awareness for More Nutrition among the health-conscious target audience of women aged 18 to 49. Despite a limited budget, the campaign succeeded in achieving its defined performance goals within just ten days.
Data-Driven Planning and AI as the Key
The More Nutrition TV campaign was planned and executed by myrga and AEOS, which used data-driven planning approaches and AI-powered tools to ensure targeted execution and ongoing optimization. Since a large portion of the relevant TV inventory was already booked, the two partners developed a customized solution to identify additional suitable TV environments. Combined with Goldbach Media’s network portfolio, this resulted in a campaign designed to combine reach and impact.
Katharina Pohler, Managing Director at myrga Media Lab, says: «Planning and executing a precisely targeted TV campaign in just ten days was only possible because all partners worked in a consistently data-driven and collaborative manner. Together, we’ve demonstrated that AI-powered TV planning and creative brand management complement each other perfectly—resulting in clearly measurable brand success for More Nutrition.»
Strong results confirm the approach
The accompanying advertising impact study confirms the effectiveness of the approach: The campaign achieved a reach of approximately 65 percent among the relevant target group and significantly exceeded the set affinity targets. At the same time, aided brand awareness rose significantly. Key performance indicators also showed positive trends: mental market share increased significantly, and the campaign is said to have sustainably strengthened the brand’s presence in the relevant decision-making environment.
Patrycja Nowakowska, General Manager of More Nutrition, draws a positive conclusion: «We were impressed by how quickly TV can be planned and effectively utilized today. In a very short time, we were able to build relevant reach for More Nutrition in Switzerland and measurably strengthen brand awareness. The campaign has shown us that TV is not just a traditional reach channel, but can also make a clear contribution to brand-building and business success for fast-growing, digitally-driven brands like More Nutrition.»
Ralf Hammerath, CGO at AEOS, adds: «The campaign for More Nutrition demonstrates the enormous hidden potential for performance and impact that can be unlocked in traditional TV when real, granular usage data, evidence-based AI logic, and high-performance media are intelligently combined.»
René Wodrich, Head of Sales at Goldbach, summarizes: «Together with our two partners, we were able to launch a campaign for this new TV client in a short period of time—a campaign that quickly built significant reach and effectively positioned the brand in the Swiss market. This combination of speed, reach tailored to the target audience, and efficient, measurable impact continues to make TV unbeatable.»
Interview: We asked the creators
m&k: You deliberately chose TV for your entry into the Swiss market—a rather unexpected choice for a digitally focused brand like More Nutrition. What convinced you to do this, and what would you recommend to other D2C brands?
Patrycja Nowakowska, General Manager of More Nutrition For More Nutrition, the decision to go on TV was a deliberate strategic move. Our mission is to democratize healthier eating and make better nutrition accessible to everyone. To achieve this goal, we need to reach people beyond our existing digital audiences and appeal to a broader, mainstream audience.
What convinced us most of all was TV’s ability to generate significant additional reach and build awareness on a large scale. While our digital and social channels are very effective, TV allows us to reach new target audiences who may not yet have come into contact with our brand online. Especially in a new market like Switzerland, TV also helps build credibility and trust—both of which are essential when introducing a relatively new brand to consumers.
For D2C brands today, it’s no longer a matter of choosing between digital and traditional channels. The real opportunity lies in strategically combining them. Our recommendation, therefore, is to view TV not as a traditional offline medium, but as a powerful amplifier that expands reach, builds trust, and supports long-term brand growth. When combined with strong digital activation and clear performance measurement, TV can play a central role in making a brand relevant to a significantly broader target audience.
What specific lessons have you learned from this campaign? And would you opt for a similarly short implementation window for future product launches?
A key lesson we learned was that speed and quality do not have to be mutually exclusive when all partners work closely together in a solution-oriented manner. The short implementation window required a great deal of focus, clear decision-making processes, and a high degree of flexibility from everyone involved—and that is exactly what worked very well in this case.
At the same time, the campaign demonstrated how important thorough preparation is: clear messages, a solid understanding of the local market, and a strategy that effectively combines TV and digital channels.
Whether we would opt for a similarly short implementation window again depends on the specific project. In principle, yes, provided the conditions are right and all stakeholders are on board early on. For more complex campaigns, however, we would always allow sufficient time for fine-tuning, testing, and local adaptations. What matters is not the short timeline itself, but how clearly processes, responsibilities, and goals are defined.
m&k Data-driven, AI-powered, collaborative—that sounds like a clear recipe for success. What, then, were the biggest challenges in this campaign?
Katharina Pohler, Managing Director of myrga Media Lab Katharina Pohler: Our client decided at the very last minute to run a TV campaign in Switzerland. Since we use our own data based on a large number of Swiss households, we have a very detailed understanding of what’s worthwhile and which planning guidelines must be followed to optimize reach cost-effectively. The biggest challenge was then to structure the media buying in such a way that ad space was purchased in the areas where the traditionally measured market leaves „underpriced opportunities“ behind.
To what extent is AI-powered TV planning changing the traditional agency business—and what does that mean for working with clients who are running TV ads for the first time?
Katharina Pohler: AI makes decisions based on data. It’s agnostic and incorruptible. With us, the customer is granted read access and, upon request, even planning rights. They can prompt the desired optimal result themselves. One day after the broadcast, they know how well the result performed compared to competitors and the overall market.
AI requires trust, which is why we don’t make any decisions behind closed doors. Clients are right there with us, and we don’t withhold any information. The client logs in and sees exactly what we see, including any errors, which we can then correct together. This doesn’t happen every day, but it builds trust. We know that anyone who doesn’t optimize stands out, and the client knows they can see what we’re doing at any time. In the age of AI, trust is the most stable currency. That’s why we’re practically „doomed“ to transparency. In a good partnership, however, this is essential, and that’s also why customers come to us.
m&k You mention «hidden performance potential» in traditional TV. What exactly do you mean by that—and what data or insights from this campaign surprised you the most?
Ralf Hammerath, CGO of AEOS We measure households in Switzerland with high market coverage. This is like looking through a microscope compared to panel-based TV measurement. It reveals campaign-specific channel performance that cannot be measured or identified using conventional methods. This results in efficient planning options, allowing you to rank among the top five in terms of advertising impact and reach with a manageable investment. This was also the case with the More Nutrition campaign, where—with regard to the target audience—we were able to secure high-performing channels and time slots that weren’t necessarily obvious at first glance. The evidence-based locations where these were found were, at times, quite surprising.
AEOS measures TV advertising in real time based on actual usage data. How exactly did this technology help the campaign achieve a measurable impact within ten days?
The campaign’s framework was challenging: the Swiss market for meal replacement products is highly competitive. As a result, TV was the medium of choice for rapid penetration of the target audience. However, only a ten-day window was available for planning, setting up, and executing the TV campaign, which was scheduled to launch right on New Year’s Day 2026. Furthermore, the campaign launch date—which was crucial for the storytelling (New Year’s resolutions)—already saw high occupancy rates for the relevant TV inventory. Furthermore, the campaign was intended to achieve benchmarks defined jointly with the client regarding affinities, reach, and XRP (GRP accurate to the second) and to ensure the best possible balance of impact among these criteria within the target audience while maximizing budget efficiency.
Once again, the combination of real-time TV viewing data accurate to the second—used as the basis for planning—and AI-based planning and optimization algorithms has proven effective in achieving an optimal mix of channels and time slots: Based on TV viewing data from a large number of Swiss households and using geolocated profiles to balance advertising exposure in regions relevant to sales (target audience proxy: urban centers with high purchasing power and health, fitness, and performance as lifestyle themes), it was possible to quickly and reliably identify the channels and time slots that demonstrated the appropriate target audience affinities and reach. The corresponding TV ad environments were consolidated using an AI-based planning and optimization tool from AEOS into an ROI-optimized placement plan for the 20-second TV spots, which was precisely tailored to the specified requirements and enabled goal-oriented campaign optimizations in short cycles throughout the campaign period.
m&k: Ten days from the initial inquiry to a live TV campaign—what had to happen internally at Goldbach to make that possible? And is this an isolated case or a new model?
All the teams involved really had to work together seamlessly here. Not that they don’t usually do that, but in this case, given the tight schedule, nothing could afford to go wrong. From planning to booking to the broadcast, every step had to go off without a hitch.
In principle, it’s possible to execute other campaigns at this pace as well. However, this requires that everyone involved work closely together and make decisions quickly—on the client’s side, at the agency, and on our end. That’s exactly what happened with More Nutrition. The client had a clear vision, the agency worked with great focus, and at the same time, there was a high level of trust in the planning and execution.
Another common challenge with short-term campaigns is getting the commercial finished on time. Here, too, everything fell into place perfectly: The commercial was delivered on schedule, allowing us to launch the campaign as planned. In the end, many factors came together seamlessly.
Goldbach’s network portfolio was a key factor in finding suitable TV placements even though inventory was already booked. How did that work in practice—and what was the biggest challenge?
Based on initial analyses, we worked with the agency to identify additional TV slots that were available on short notice and also offered high potential for the target audience—even though, at first glance, they didn’t seem to align 100% with More Nutrition’s target audience. However, the results showed that the selection was exactly right and that the campaign successfully achieved its goals.
The biggest challenge was certainly the short lead time, which all the teams involved handled exceptionally well. On the other hand, it also took courage on the client’s part to embrace new approaches. In our case, this meant the advertiser’s willingness to venture into environments that they might not have personally chosen—but which ultimately proved to be a perfect fit for the target audience. It was precisely this trust that contributed significantly to the campaign’s success.
Contact at More Nutrition: Patrycja Nowakowska, General Manager. Person in charge at myrga Media Lab: Katharina Pohler, Managing Director. Contact at AEOS: Ralf Hammerath, CGO. Contact at Goldbach: René Wodrich, Head of Sales.
