Fast food in traditional Swiss costume

 
Gastronomy TBWA launches a culinary Swiss week for McDonald's. 
Italian cuisine can be characterized by many instantly recognizable clichés. The same goes for Japanese cuisine. But what is actually genuinely Swiss? That was the question asked by the creatives around CD Armin Korf at Zurich-based TBWA. Their ideas can now be found in a campaign for a "Schwiizer Wuche" at McDonald's. The cozy chalet wood is unmistakable in the ads and posters. This rustic element is mixed rather playfully with Americana, which is of course still important at McDonald's. This interesting ethnological mix is even more striking in the films for this "Schwiizer Wuche" than in the print. Rösti crosses instead of French friesThe spots begin stylistically like big movie trailers for American films. The language is English with German subtitles - "This is the land where the mountains rise majestically against the sky and where the meadows bloom together. This is the land..." - until about halfway through the movie, the tone switches to a Swiss dialect "...where the Swiss dairymen fight for a good cheese. This week is Schwiizer Wuche at McDonald's. With delicious processed cheese...".
In the participating restaurants, special "Röstikreuze" are baked instead of chips for this "Schwiizer Wuche". Individual McDonald's branches are also styled as chalets with lots of wood. In addition, each branch manager can use their own imagination when decorating and add decorative elements that are also "typically Swiss" for them, as consultant Marcus Aeberhard explains at TBWA.
Andreas Panzeri