Wirz for Holle: all natural
As "Creative Business Partner", WIRZ developed a new brand positioning for the traditional Swiss company and, based on this, designed a launch campaign and a playbook for social media.
Since 1934, Holle has been the first Demeter manufacturer to produce baby and toddler food of the highest organic quality. The extensive range offers the right products for every age group - with all the important vitamins and nutrients that babies need for healthy development from day one.
Time for a new brand positioning
While organic used to be a unique selling point, today it is almost a matter of course - even for discounters' own brands. So how can a brand reposition itself if its original USP loses its differentiating power? And this was precisely the business problem that needed to be solved. In order to remain relevant and appeal to the target group in the long term, it was time to rethink and strategically develop Holle's brand identity. This took the form of a new brand positioning, which was developed and implemented by WIRZ. In close collaboration, the brand's positioning was redesigned and carefully modernized, taking into account the brand essence.
All completely natural
Based on this new positioning, a digital campaign was created that emphasizes what makes Holle's products so unique: everything is completely natural. The visuals show children in typical childlike eating situations: For example, with a face smeared with porridge or with their head in the middle of a plate. Things that would be quite strange for an adult, but are completely natural for children. The corresponding headlines cleverly pick up on the naturalness of these situations and that of the Holle range and combine them ambiguously.
A playbook for social media
In addition to the digital campaign, a playbook was also developed for social media, which serves as a guideline to make Holle's online presence uniform, recognizable and contemporary.
The campaign has been online since January 20 and is being played out in static and moving form on social media, on YouTube, as display ads and as DOOH.
Responsible at Holle baby food AG: Udo Fischer and Angelo Ferrara (Management Board); Anne Mutter (CEO); Claudia Fahrer-Kopp (Head of Marketing); Karin Henke (Brand Building & Corporate Communications); Ilona Erb (Media & Design). Responsible at Wirz Group: Morris Lötscher and Janine Simmen (creation); Svea Maeder (strategy); Nora Moussa (agency producing); Jonathan Müller (motion design); Nico Keramaris, Freyja Hablitz and Andrea Müller (consulting); Giovanni Bucca and Yussef Serrat (media realization); Oliver Fäs (image editing)
