Wirz launches emotional kefir campaign for Emmi
With its «And Everything Becomes Easier» campaign, Emmi is launching a new line of kefir. The Wirz Group developed a poetic visual language for the campaign that deliberately breaks with traditional food imagery and emotionally showcases the «Natural Wellbeing» trend.
With its new kefir line, Emmi is focusing on the growing trend of «natural wellbeing» - the interplay between a balanced diet and a positive attitude towards life. The «And everything gets lighter» campaign developed by the Wirz Group specifically targets consumers who are increasingly looking for natural, functional ingredients and at the same time expect a holistic taste experience.
At the heart of the campaign is a 20-second TV commercial in which a female protagonist meets the animated bird «Emil» - an ambassador who stands for balance, lightness and inner well-being. The visual realization deliberately breaks with classic food codes and relies on a poetic visual language.
New strategic growth platform
The background to the launch is Emmi's new strategic growth platform nutrition+, which also includes the «Natural Wellbeing» range. Kefir plays a key role in this. Further innovative products are to follow.
«Kefir is functionally strong, but often communicated very rationally,» says Lena Altdorfer, Director Creative Strategy at the Wirz Group. «Our task was to develop an appealing brand world that is emotionally connectable and taps into new target groups.»
The campaign translates the nutritional benefits of kefir into an emotional brand experience. It shows how a category that is still not very widespread in Switzerland can be anchored more firmly in the market through creative staging.
Responsible at Emmi: Florence Traunecker (Head Marketing Fresh), Stephanie Waller (Brand Management Lead Fresh), Anja van der Floe (Brand Manager) Responsible at Wirz Group: Caspar Heuss, Jannic Mascello, Josephine Jeanguenin, Lena Altorfer, Suzana Kovacevic Responsible for production: Analog Digital (film production), Tomasz Zmigrodzki (executive producer), Filip Berendt (director), Kuba Kijowski (director of photography), Alicja Lesiak (photographer), AI/Animation (AIO Post), tonton (sound and music)
