Everything else is history
Proviande is moving away from the slogan «Everything else is just a side dish.» The reason is the growing trend toward giving up meat.
This writes 20 Minutes Online on Friday. The claim has been ubiquitous in Switzerland for more than ten years and has even become established in everyday language to some extent. Proviande, the trade organization of the Swiss meat industry, put the entire communications budget out to pitch in the summer of 2004. The search was for a new, comprehensive concept approach with the potential for long-term brand profiling. At the time, the race was won by the Berne agency Polyconsult, which prevailed in the evaluation against three other agencies. "We all separate meat and side dishes when we talk about a menu," the CD responsible, Jürg Tscharner, told Werbewoche at the time. "What place Swiss meat has in the meal becomes most obvious once it is missing."
Apparently, the climate has since changed. "We have noticed that the slogan is increasingly criticized in the current climate, in which meat renunciation is on everyone's lips. In the political discussion, it was really beaten around our ears," Proviande Director Heinrich Bucher told 20 Minuten. The communication strategy was therefore further developed. The new claim "Swiss meat. The fine difference." under the motto "Responsible enjoyment from the homeland" emphasizes the advantages of domestic meat instead of differentiating itself from vegetarian food. (hae)
