Swiss farmers choose Scholtysik & Partner
Scholtysik & Partner has been tasked with reviewing and refining the brand strategy for the newly launched «Schweizer Bauern» brand. The Swiss Farmers’ Union is behind the brand. The agency prevailed over several national branding agencies in the competitive bidding process.
The image of Swiss farmers is closely linked to highly topical, socially relevant issues such as ecological sustainability, digital transformation and work-life balance. Swiss farmers enjoy great popularity throughout the country. At the same time, knowledge about agriculture is declining among the urban population and it is becoming increasingly difficult to find the next generation. Swiss consumers have historically spent little money on food, but have high expectations in terms of ecology and animal welfare.
In this area of conflicting expectations, the aim is to use the "Swiss farmers" brand to communicate the achievements of farmers and the quality of their products. The assignment for Scholtysik & Partner includes quantitative and qualitative market research, target group analyses, defining messages and reviewing the brand portfolio and design parameters. The clients are the Agricultural Information Service LID and the Swiss Farmers' Union SBV.
The "Swiss farmers" brand was introduced around two years ago and replaced the image communication under the slogan "Good, thereʼs the Swiss farmers", which became very well known over ten years ago with Swiss celebrities such as Michelle Hunziker and Köbi Kuhn in Edelweiss shirts.
