Mona and Mateo puts Swiss farmers in the spotlight
Swiss farmers are kicking off the summer with a new look, a new tagline, and a new campaign. This is accompanied by the addition of the feminine form to the brand name. The agency Mona and Mateo is responsible for the rebranding.
Mona and Mateo won the overall mandate in a multi-stage pitch. The focus of the communication is on the services provided by Swiss farmers every day on behalf of and for the benefit of the population. This focus was defined in advance by means of a new strategy and is now being implemented with the "Swiss farmers, for you" campaign. The new logo has a double meaning. Its dichotomy evokes the lush meadows and open skies between which the world of Swiss farmers takes place. The logo is also used as an active element on the motifs, highlighting the added value for consumers. The claim "For you." supports this addressing of the services as benefits to the target group.
The motifs show people from the city enjoying the benefits of Swiss farmers in the countryside and on the farm. The logo frames these moments, the headlines name the benefits and the claim addresses them to the viewer. The campaign focuses on a realistic depiction of the agricultural world. In order to adequately translate these diverse, colorful and real scenes into advertising, they were photographed in analog form - by Lukas Wassmann.
In addition to posters, the broad-based campaign consists of moving images on social channels, print, banners and the revised website. All farm projects were also integrated into the main brand. "The aim of the information campaign is to bring the work and world of Swiss farmers closer to the population. The direct positive effects on our everyday lives are the best argument for a positive attitude towards agriculture. The new appearance and the new means of communication do just that: They show what you and I gain from the existence of Swiss farmers," says Mäggy Stark, Communications Project Manager at the Agricultural Information Service LID.
The campaign, which was launched nationwide on June 13, 2022, marks the start of the new communication of the "Swiss Farmers" brand. The client is the Swiss Farmers' Union (SBV).
Responsible at SBC: Mirjam Hofstetter, Co-Head of Communications, Marketing Division. Project management: Mäggy Stark, Project Manager Communications LID. Responsible for concept and implementation at Mona and Mateo: Nicole Waldis, Sheena Czorniczek, Hannah Mey, Nadine Zürcher, Lesley Ryffel, Otis Horiuchi, Meret Lauener, Mona Fluri, Mateo Sacchetti. Production: Studio Voile LLC. Photography: Lukas Wassmann. DoP: Horatiu Sovaiala. Styling: Guya Marini. Responsible at Ceres Media: Michael Richner, Head of Media.
