Gala is nostalgic
Food Burson-Marsteller has shot two nostalgically funny commercials for the cream cheese classic Gala.
Food Burson-Marsteller has shot two nostalgic and humorous commercials for the cream cheese classic Gala. 70 years ago exactly, Gala cheese was launched on the Swiss food market for the first time. Until well into the 1970s, the special-tasting spreadable cheese was to remain unrivaled in Switzerland. After all, the development of the innovative fresh cheese preparation made from heavy cream was a pioneering achievement by the Gerber family cheese dairy in Thun. Since the beginning of 2004, Gerber, and with it the Gala brand, has been part of Emmi, Switzerland's largest milk processing group. Gala was registered in 1945 and has been synonymous with high quality and wholesomeness for several generations of children and parents ever since. With a market share of 13 percent and a spontaneous awareness level of over 75 percent, Gala has been able to assert itself as a leading product to this day. This is not least thanks to the two flavors pepper and herbs and garlic, which were launched on the market in 2002 to appeal to adults as well as the young, demographically stagnating segment. Emmi Fondue AG is also hoping for competitive advantages and new impetus from the functional Gala version in slices, which is being launched these days. The signs are good. In particular, the renewed increase in appetite for fresh cheese contributed to the new record high in cheese sales in Switzerland in 2005. Emmi Thun produces around 400 tons of Gala per year.
In order to position Gala more strongly with a young to adult target group, the Burson-Marsteller team led by CD René Walker and consultant Olaf Pilleri evoked nostalgic feelings in two TV commercials. The focus is on people who remember the cheese rolls of their childhood by eating Gala. The message - taste and quality like back then - is underpinned by the slogan: A treat for life. The rejuvenations, depicted with a morphing effect, take place in unexpected situations, for example in bed or on a park bench. POS activities, a recipe book, PR and product advertisements in the retail trade's customer press flank the appearance in the "anniversary year".
In order to position Gala more strongly with a young to adult target group, the Burson-Marsteller team led by CD René Walker and consultant Olaf Pilleri evoked nostalgic feelings in two TV commercials. The focus is on people who remember the cheese rolls of their childhood by eating Gala. The message - taste and quality like back then - is underpinned by the slogan: A treat for life. The rejuvenations, depicted with a morphing effect, take place in unexpected situations, for example in bed or on a park bench. POS activities, a recipe book, PR and product advertisements in the retail trade's customer press flank the appearance in the "anniversary year".
Luca Aloisi
