Ruf Lanz for Tilsiter: "The Cheeky Confederate Delight"
In a new campaign for this Swiss cheese variety, Ruf Lanz draws on old-fashioned farmers' wisdom—adapted to the modern day.
Tilsiter is the Swiss cheese from eastern Switzerland that has been produced naturally in family cheese dairies for 130 years. However: The awareness and brand values of the major Swiss cheeses have declined over time, as studies show. For Tilsiter Switzerland, it was therefore time to rethink its previous communication. After an agency evaluation, Ruf Lanz was able to assert itself as the new lead agency to literally put Tilsiter back on everyone's lips. The wooden cows that have characterized Tilsiter's advertising up to now will be continued in the logo.
Rhymed peasant wisdom
According to President Sibylle Marti, the new campaign is "cut from different cloth: louder, more pointed and more up-to-date." And Managing Director Urs Hänni adds: "Various concepts have matured at Ruf Lanz. Together, the choice fell on the cheeky Tilsiter wisdoms. These take the centuries-old tradition of rhymed peasant wisdom and fill it with content that brings the benefits of Tilsiter to the point in a fresh and pointed way." Since the beginning of the year, the first 15 Tilsiter sayings have been displayed on billboards throughout German-speaking Switzerland. They include tongue-in-cheek allusions to current events and topics as well as special subjects related to the location. For example, the street poster "Beware, speed cameras, drive slowly, better save your money for Tilsiter" or the teasing greeting to urban centers: "In the city, everyone is trendy, only order Tilsiter via your cell phone".
The Tilsiter wisdom is served on a rustic wooden board, as cheese fans like to use for slicing. In the varietal colors red, green, yellow and black and with the claim "The cheeky Swiss delight. Since 1893."
Responsible at SO Tilsiter Switzerland: Sibylle Marti (President & Strategic Marketing), Urs Hänni (Managing Director), Claudia Moya (Marketing & Communications). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht Lanz (Creative Direction), Isabelle Hauser (Art Direction), Andreas Hornung, Markus Ruf, Isabelle Hauser, Danielle Knecht Lanz, Mario Moosbrugger, Torsten Maas (Text), Armin Arnold (DTP), Gian Marco Juon (Consulting Management), Kevin Meier (Consulting Assistance).
