Emmentaler AOP focuses on sharing - and on millennials

Emmentaler AOP's international campaign is aimed at the younger generation. The newly developed brand promise "Share a piece of you" appeals to millennials and their values, needs and lifestyles. The new, long-running campaign can currently be seen in Switzerland and selected European countries such as Italy, Germany, France and the Benelux countries as well as in the USA/Canada.

Whether passion, indulgence or sustainability - the traditional Swiss brand from Emmental shares many values with the Gen-Y target group, creating a valuable connection between its product and its consumers. This can also be seen in the films, in which Emmentaler AOP plays the leading role in every conceivable situation in the lives of millennials as a fine source of enjoyment.

Common values of Gen-Y and Emmentaler AOP

In close cooperation with Emmentaler Switzerland, the Milan-based creative agency Child The Agency carried out a target group analysis. The results: The consumer behavior of millennials is closely linked to their lifestyle. As digital natives, they travel a lot, are very health-conscious and are also discerning, sociable foodies. Emmentaler AOP therefore fits perfectly with every menu and lifestyle. And: Millennials love to share.

This is why the campaign focuses on transparency, quality, origin and regionality, animal welfare and sustainability. Incidentally, these are all values that Emmentaler AOP has always stood for.

An Italian agency with a strong connection to Switzerland

The new positioning and campaign was developed by the Italian creative agency Child The Agency, which came out on top in a multi-stage international pitch. The fact that an Italian agency took the lead for Emmentaler AOP makes sense for two reasons: Italy is one of the largest export markets for Emmentaler AOP in Europe. The agency also has strong connections in Switzerland. With Nadine Bachmann as a partner, Child Switzerland was recently established so that customers from Switzerland have a direct contact person in Switzerland. "We are delighted to have Nadine on board. She is a proven communications professional and played a key role in the development and implementation of the Emmentaler AOP campaign," explains Child founder and partner Giovanni Chiarelli.

Sometimes it takes an outside perspective to strengthen a Swiss brand on the international market. Alessandro Egro, founder and partner of Child, knows this too: "Child now combines the best of both worlds, especially for Swiss brands: The valuable view from the outside and the connection with Switzerland and its values. With Child Switzerland, we have now created a win-win situation. For our Swiss customers and for us with Child Switzerland."

Responsible at Emmentaler AOP: Urs Schlüchter (Director), Cornelia Brechbühl (Senior Manager Brand, Marketing & Communication), Sandra Wiedmer (Manager Marketing & Communication Market CH), Deborah Ackermann (Manager Marketing & Communication Market CH). Responsible at Child The Agency: Giovanni Chiarelli (Creative Direction), Alessandro Egro (Creative Direction), Andrea Betti (Strategy), Nadine Bachmann (Account Direction).