VSGP and Rubmedia stand up for vegetables
Although it is widely known that vegetables, in particular, should be a staple of our diet, the eating habits of the Swiss are not changing as desired. Rubmedia investigated this mystery on behalf of the Swiss Vegetable Producers Association (VSGP).
Whether it's nutritional advice or the WHO, the message is omnipresent and clear: "You should eat more vegetables!" So there is no lack of knowledge. Vegetables are also readily available from farm stores and wholesalers. So why are our eating habits not changing as we would like?
The "Processed Vegetables" working group of the Association of Swiss Vegetable Producers confronted the Rubmedia agency with this question and demanded answers. As a result, a low-budget campaign was developed in close cooperation with the VSGP, aimed directly at the "gut" of consumers.
The young top chef and world championship runner-up Philemon Kleeb was engaged as an influencer. In a 40-second TikTok-style video, he shows how Spinach from the supermarket freezer quickly becomes a high-quality meal suitable for guests.
The message "Local products, short transportation routes, balanced nutrition, simple preparation" has already been adopted by 300,000 consumers from German-speaking Switzerland, French-speaking Switzerland and Ticino in over 730,000 social media impressions.
Responsible at VSGP: Markus Waber (Deputy Director and Head of Communications & Marketing). Responsible at Rubmedia: Yanik Gasser (storyboard, video, animation and marketing), Beat Aeberhard (graphics and web implementation).
