TBWA\Zurich and Oswald reveal the secret of empty plates
As expected, one would showcase the excellent flavor of fine cuisine through beautifully plated, heaping plates. Oswald and TBWA\Zürich, however, demonstrate in their current campaign that what’s truly delicious is gone in an instant.
To make the seasoning manufacturer appealing to a younger audience and to support the launch of its products at Coop through marketing communications, TBWA\Zürich developed a completely new brand identity for Oswald. As part of this, the brand’s identity was updated with a contemporary typeface, the visual language was expanded, and the color palette was optimized.
At the heart of the campaign is an unconventional advertising campaign: Under the tagline «The Secret of Empty Plates,» the campaign highlights the insight that meals prepared with Oswald are eaten almost as quickly as they’re made. So quickly, in fact, that the campaign visuals can only show the empty plates. The brand promise is supported by playful headlines, and QR codes formed from food scraps lead directly to the recipes for the dishes featured in the visuals.
The campaign has been running throughout Switzerland since early December on DOOH, OOH, social media, print, POS, and digital media. Oswald products—which are sure to leave plates empty—have also been available at Coop since late November.
Responsible at Oswald: Lea Paessens (CEO), Riccardo Dillier (Head of Marketing), Talina Peyer (Senior Brand Manager), Lavinia Stecconi (Senior Brand Manager), Sibylle Hasenberger (Brand Manager), Franco Kölliker (Head of Digital & e-Commerce), Rachel Juillerat (Editorial & Content Marketing Specialist). Responsible at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Michael Kathe, Bettina Klossner, Jan Krohn, Maude Mahrer, Hannah Züttel, Patrick Miles, Carla Hauser (Creative), Lukas Diem (Strategy), Esther Ortega, Karin Schweizer, Lisa Suter, Marija Suvajdžić (Consulting), Noemi Rubera, Toni Rubera (DTP). Contact at ViDo Production: Stefanie Bereiter (Producer), Fabrice Studer (Junior Motion Designer). Person in charge at nom-nom: Corinne Zeltner, Bettina Ehrismann. Image processing: Lorenz Wahl.
