The recipe is called cooking
WHS prepares a delicious branded meal for Annemarie Wildeisen's cooking magazine
WHS prepares a delicious brand meal for Annemarie Wildeisen's cooking magazineBy Amdreas Panzeri Less than a year after its launch, Annemarie Wildeisen's Kochen has already become the number one cooking magazine. Now Weber Hodel Schmid is putting on even more steam and promoting Kochen with a new logo, a promising recipe and plenty of spice.
Published ten times a year, Kochen is Switzerland's biggest independent cooking magazine, with a circulation of 9,000 copies and around 400,000 readers. "The magazine even reaches more women than Annabelle or Bolero," Reinhold Weber enthuses about his latest media customer.
Kochen is a product of the real-life chef Annemarie Wildeisen. While she was still editor-in-chief of d'Chuchi at Meyer Verlag in Zurich, she set up her own business, founded the competing product Kochen, and thus whetted the appetite of publisher Peter Wanner at the AZ Medien Group. "Kochen is the only cooking magazine in Switzerland not tied to a sponsor," says Weber. This is not an insignificant detail, because it makes the magazine interesting and also free for the advertising of any brands.
Happy is the one who knows today what to cook tomorrow
Because Meyer Verlag has since been dissolved and d'Chuchi has also been dumped into the AZ Medien Group's cooking pot with all its subscribers as a tasty ingredient after a successful relaunch by Hanspeter Eggenberger's editorial company Duktus, cooking has since undergone a development almost like a pressure cooker.
But at the publisher in Baden, the hunger is not yet satisfied. With the successful completion of the project phase, publishing director Ueli Eckstein now has to "clearly position the Kochen brand.
This task has been given to the agency Weber Hodel Schmid (WHS) - after a competitive presentation against the former budget holder and another "rather DM-heavy joint," according to Weber. The fact that WHS does not want to advertise with mailings to potential subscribers as before, but with completely different recipes, immediately met with interest from Wildeisen. Her cooking is to be rejuvenated.
For this purpose, WHS has developed a new logo together with a new design for the front page. This "re-seasoning" was done in a "very intensive and extensive discussion" together with editor-in-chief and chef Wildeisen. During this creative seasoning, WHS also developed the new brand claim "Jeden Tag geniessen" ("Enjoy every day").
Unusual because remarkably unpretentious, the main course for the new campaign for cooking has been designed. "It's not advertising - and that's why it stands out," consultant Patrick Naef is convinced. "We don't want to sell colorful pictures, we want to sell the magazine," says Weber, summarizing the "atypical" idea with the daily shopping lists. The idea was to "achieve a lot of effect with little money".
Simple, and just therefore very striking, these shopping lists without graphics and other menu inserts are to flood the country in massive scattering. "We want to delight people with new recipes every day for weeks," says Weber, and is already looking forward to the scoffers who discover "a Tagi campaign for cooking" in the design of these daily changing shopping lists.
For cost reasons, however, not in the Tages-Anzeiger ("unfortunately we couldn't afford it"), but for two weeks in full-page ads in the commuter paper 20 Minuten and in the Mittelland Zeitung, the advertising with the claim "Jeden Tag geniessen" ("Enjoy every day") is now to be "unduly dramatized" from January 16. The ads will be flanked by posters in selected pedestrian locations, on public transport and in shopping centers.
Wildeisen warms up in 20 minutes "Cooking in 20 minutes
In order to really stand out, the posters in Zurich streetcars were concentrated on individual lines with three posters per tramcar. 27 different recipes are available for the campaign. The spectrum ranges from the meat and fish department right through the vegetable garden.
The campaign for Kochen will be supported by the publisher by doubling the print run of the January issue to 200000. George Schifferle of Pan Communications will also send out a mailing to 100000 addresses.
Finally, a welcome coincidence is the fact that Wildeisen previously published a book entitled "Kochen in 20 Minuten" (Cooking in 20 Minutes). So this collection of recipes can easily be reheated in the commuter paper 20 Minuten. This can also be used to appropriately underscore Annemarie Wildeisen's expertise, because the enterprising cook not only knows how to handle pans, she has published more than 15 cookbooks to date.
Published ten times a year, Kochen is Switzerland's biggest independent cooking magazine, with a circulation of 9,000 copies and around 400,000 readers. "The magazine even reaches more women than Annabelle or Bolero," Reinhold Weber enthuses about his latest media customer.
Kochen is a product of the real-life chef Annemarie Wildeisen. While she was still editor-in-chief of d'Chuchi at Meyer Verlag in Zurich, she set up her own business, founded the competing product Kochen, and thus whetted the appetite of publisher Peter Wanner at the AZ Medien Group. "Kochen is the only cooking magazine in Switzerland not tied to a sponsor," says Weber. This is not an insignificant detail, because it makes the magazine interesting and also free for the advertising of any brands.
Happy is the one who knows today what to cook tomorrow
Because Meyer Verlag has since been dissolved and d'Chuchi has also been dumped into the AZ Medien Group's cooking pot with all its subscribers as a tasty ingredient after a successful relaunch by Hanspeter Eggenberger's editorial company Duktus, cooking has since undergone a development almost like a pressure cooker.
But at the publisher in Baden, the hunger is not yet satisfied. With the successful completion of the project phase, publishing director Ueli Eckstein now has to "clearly position the Kochen brand.
This task has been given to the agency Weber Hodel Schmid (WHS) - after a competitive presentation against the former budget holder and another "rather DM-heavy joint," according to Weber. The fact that WHS does not want to advertise with mailings to potential subscribers as before, but with completely different recipes, immediately met with interest from Wildeisen. Her cooking is to be rejuvenated.
For this purpose, WHS has developed a new logo together with a new design for the front page. This "re-seasoning" was done in a "very intensive and extensive discussion" together with editor-in-chief and chef Wildeisen. During this creative seasoning, WHS also developed the new brand claim "Jeden Tag geniessen" ("Enjoy every day").
Unusual because remarkably unpretentious, the main course for the new campaign for cooking has been designed. "It's not advertising - and that's why it stands out," consultant Patrick Naef is convinced. "We don't want to sell colorful pictures, we want to sell the magazine," says Weber, summarizing the "atypical" idea with the daily shopping lists. The idea was to "achieve a lot of effect with little money".
Simple, and just therefore very striking, these shopping lists without graphics and other menu inserts are to flood the country in massive scattering. "We want to delight people with new recipes every day for weeks," says Weber, and is already looking forward to the scoffers who discover "a Tagi campaign for cooking" in the design of these daily changing shopping lists.
For cost reasons, however, not in the Tages-Anzeiger ("unfortunately we couldn't afford it"), but for two weeks in full-page ads in the commuter paper 20 Minuten and in the Mittelland Zeitung, the advertising with the claim "Jeden Tag geniessen" ("Enjoy every day") is now to be "unduly dramatized" from January 16. The ads will be flanked by posters in selected pedestrian locations, on public transport and in shopping centers.
Wildeisen warms up in 20 minutes "Cooking in 20 minutes
In order to really stand out, the posters in Zurich streetcars were concentrated on individual lines with three posters per tramcar. 27 different recipes are available for the campaign. The spectrum ranges from the meat and fish department right through the vegetable garden.
The campaign for Kochen will be supported by the publisher by doubling the print run of the January issue to 200000. George Schifferle of Pan Communications will also send out a mailing to 100000 addresses.
Finally, a welcome coincidence is the fact that Wildeisen previously published a book entitled "Kochen in 20 Minuten" (Cooking in 20 Minutes). So this collection of recipes can easily be reheated in the commuter paper 20 Minuten. This can also be used to appropriately underscore Annemarie Wildeisen's expertise, because the enterprising cook not only knows how to handle pans, she has published more than 15 cookbooks to date.
