The flesh is willing
Food Polyconsult serves up a new look for Swiss meat. Biting allowed.
Food Polyconsult serves up a new look for Swiss meat. Biting allowed.
"Swiss meat - everything else is a side dish." With this well-seasoned claim, the Bern-based agency Polyconsult is launching a new campaign for Swiss meat at the end of February. With a budget of around six million francs, the campaign is not very vegetarian and can therefore be described as a campaign with a lot of meat on the bone in the truest sense of the word. Proviande, the trade organization of the Swiss meat industry, put the entire communications budget out to tender in the summer of 2004. The aim was to find a new, comprehensive conceptual approach with the potential for long-term brand profiling. Of the four advertising agencies taking part, Polyconsult, with around twenty employees, emerged as the winner.
After years of crisis, Swiss meat is well on the way to regaining its rightful place as a high-quality and enjoyable food. This is reflected in the new communication concept. And the campaign claim sums it up perfectly.
"Swiss meat - everything else is a side dish", sounds proud and is intended first and foremost to motivate the meat industry itself. But it is the consumers who are taken at their word with this statement. "We all separate meat and side dishes when we talk about a menu," CD Jürg Tscharner is convinced. The basic message of the campaign is that "the place of Swiss meat in a meal becomes clearest when it is missing".
The staging of such situations is the theme of the creative realization. A woman misses her schnitzel on the plate, a man misses his ribs and a child misses the meatballs in the pastry. The courage not to show the product is strikingly rewarded by the large graphic cut-out in the advertising environment. The ads were photographed by Nathan Beck from Zurich. The commercials were realized by Twin Production from Biel.
Brand management at all levelsThe campaign is structured in strict and simple codes: Different people are shown in consumption situations who are simply frustrated because there is no meat in their food. "The people and situations are created so realistically that the viewer always recognizes themselves in them," is what Polyconsult wants to achieve. Each time, the resolution leads to a fire and a claim.
A strategy with television as the basic medium with three different spots is being pursued. These are supported by full or half-page advertisements.
Traditional advertising is the highly visible "tip of the iceberg". In the new campaign for Swiss meat, however, 60 percent of the budget goes into the below-the-line area: from sales promotion and sponsorship to further training, many tasks are included. B2B communication with the hospitality industry, for example, where 50 percent of meat consumption is consumed, is particularly important.
This is why the skillful networking of all activities is a high priority and a prominent feature of this campaign.
Happy without meat? The diners in Polyconsult's Proviande spots want more than side dishes.
"Swiss meat - everything else is a side dish." With this well-seasoned claim, the Bern-based agency Polyconsult is launching a new campaign for Swiss meat at the end of February. With a budget of around six million francs, the campaign is not very vegetarian and can therefore be described as a campaign with a lot of meat on the bone in the truest sense of the word. Proviande, the trade organization of the Swiss meat industry, put the entire communications budget out to tender in the summer of 2004. The aim was to find a new, comprehensive conceptual approach with the potential for long-term brand profiling. Of the four advertising agencies taking part, Polyconsult, with around twenty employees, emerged as the winner.
After years of crisis, Swiss meat is well on the way to regaining its rightful place as a high-quality and enjoyable food. This is reflected in the new communication concept. And the campaign claim sums it up perfectly.
"Swiss meat - everything else is a side dish", sounds proud and is intended first and foremost to motivate the meat industry itself. But it is the consumers who are taken at their word with this statement. "We all separate meat and side dishes when we talk about a menu," CD Jürg Tscharner is convinced. The basic message of the campaign is that "the place of Swiss meat in a meal becomes clearest when it is missing".
The staging of such situations is the theme of the creative realization. A woman misses her schnitzel on the plate, a man misses his ribs and a child misses the meatballs in the pastry. The courage not to show the product is strikingly rewarded by the large graphic cut-out in the advertising environment. The ads were photographed by Nathan Beck from Zurich. The commercials were realized by Twin Production from Biel.
Brand management at all levelsThe campaign is structured in strict and simple codes: Different people are shown in consumption situations who are simply frustrated because there is no meat in their food. "The people and situations are created so realistically that the viewer always recognizes themselves in them," is what Polyconsult wants to achieve. Each time, the resolution leads to a fire and a claim.
A strategy with television as the basic medium with three different spots is being pursued. These are supported by full or half-page advertisements.
Traditional advertising is the highly visible "tip of the iceberg". In the new campaign for Swiss meat, however, 60 percent of the budget goes into the below-the-line area: from sales promotion and sponsorship to further training, many tasks are included. B2B communication with the hospitality industry, for example, where 50 percent of meat consumption is consumed, is particularly important.
This is why the skillful networking of all activities is a high priority and a prominent feature of this campaign.
Happy without meat? The diners in Polyconsult's Proviande spots want more than side dishes.
Andreas Panzeri
