Wirz serves Bündnerfleisch from outer space
The Bündnerfleisch that Wirz sent into space for the Graubünden brand is back on earth. The result of the culinary experiment "Mission High Dry": the taste is saltier and more intense.
Four Bündnerfleisch producers conduct a culinary experiment: does Bündnerfleisch taste even better if it is dried at a higher altitude than in the Grisons mountains? Now we know: Stratosphere Bündnerfleisch tastes more intense and saltier than the original. With over 41 million earned reach and more than 7,000 interactions within three weeks, pictures of Bündnerfleisch and information about the elaborate production process reached far more people than expected.
On Sunday, a helium balloon with Bündnerfleisch on board was released in Parpan GR to cheers, the sound of alphorns and the waving of flags. Two hours later, the "Mocka One" reached its highest point in the stratosphere, 38,000 meters above Graubünden.
From the stratosphere straight to your plate
The Bündnerfleisch is recovered by mountaineers on the Kistenpass, around 40 kilometers from Parpan as the crow flies. After recovery, the meat is tasted by the Mission Crew - the four Bündnerfleisch producers Jörg Brügger, Fredy Gurtner, Ludwig Hatecke and Anselm Sialm. Their verdict: the meat is a lot darker, drier and saltier than the original, but definitely edible.
Bündnerfleisch also on German television
Fabio Nay from Graubünden hosted the live stream, via which around 10,000 people followed the stratospheric journey. While 20 Minuten showed the 50-minute live stream on its platform, media representatives from RTL Aktuell and Blick TV were on site to report live on the events in Parpan.
The announcement in a launch video based on a space mission already generated media interest. National and regional media devoted various articles to the mission. In France, the crew and their experiment were also featured in a detailed report on BFM TV. In total, articles, TV reports, social media posts and radio interviews achieved over 41 million unpaid reach and 7,000 interactions within three weeks.
A stage for even more content
"Our Bündnerfleisch has been a talking point - mission accomplished. But not only that, we were also able to show the patience and passion of Bündnerfleisch producers for their daily craft," says Gieri Spescha, Managing Director of the Graubünden brand.
The mission primarily served as a stage for the culinary specialty. The accompanying content about the elaborate production process and the food images with recipes and serving tips were presented to a large audience.
The High Dry mission was carried out on behalf of the Bündner Fleischfabrikanten association and the Graubünden brand. A recap video of the entire campaign will follow at the end of September.
Responsible at Graubünden: Gieri Spescha (Managing Director Graubünden Brand), Andrea Beerli (Project Manager Graubünden Brand), Marc Held (Product and Experience Marketing Graubünden Holidays). Responsible at Verband Bündner Fleischfabrikanten VBF: Andrea Mani (President). Responsible at Wirz: Livio Dainese, Alain Eicher, Fernando Perez, Jannic Mascello, Thomas Kurzmeyer, Nicole Vizcardo, Maurus Zehnder (creation); Adrian Huwyler, Björn Bippus-Brender, Aline Herzog, Anina Eugster, Angelo Mabellini (xLab); Cosima Lang, Laura Saner, Ronny Nicolussi (storyline); Simone Jehle, Eveline Mathis, Michael Ottinger, Fabian Nold, Kirstin Brand, Meret Lauener, Jacqueline Lima (consulting); Andrea Bosshard, Giovanni Bucca, Thomas Peller, Désirée Guzzo, Oliver Fäs, Robin Schuler, Bettina Beyeler (media realization); Erasmo Palomba (agency producer). Responsible at MaMa Pictures (film production): Marco Frei (director), Carlo Esposito (production manager), Ninian Green (assistant director), Raphael Fischler, Simon Pittet (cinematographer), Philipp Fuchs, Phil Jaycob (editor) Mustafa Sert (colorist). Stratospheric Balloon Service: Stratoflights GbR, Tobias Lohf, Marcel Dierig, Marvin Rissiek. Ediz Kiracar, Brauereisound (Audio). Photo: Lukas Lienhard, Romain Mader. Livestream: Upstream Media. Programming CLP: Jim Schmid (1up GmbH).
