Enjoyment without remorse thanks to cleverness

Out of the niche, but how? This task was at the heart of Erdmannpeisker's creation for a new campaign for Dar-Vida. The original Swiss product is the epitome of healthy wholemeal snacks. The Swiss original can look back on a 75-year history and enjoys a brand awareness of over 80 percent in Switzerland. In order to make even better use of this potential in the future, Erdmannpeisker has worked with Quai72 and the Hug management team in several positioning workshops to further develop the Dar-Vida brand and add the term "smart" to the existing "healthy" positioning. Because we know that almost everyone snacks from time to time. But it shouldn't be unhealthy.
 
For this repositioning, Erdmannpeisker and CD Gabriel Peisker developed a campaign and the claim "Voll Korn, voll schlau" ("Full grain, full smart"), which gets to the heart of the new brand understanding. At the center of the new communication presence are the smart snackers, who are saying goodbye to their unhealthy companions in an initial phase. These companions are strikingly symbolized by people in chocolate costumes. The retail communication also has a new look, which is fresher and more independent. pan

"Health" for themselves and their personal environment is very high on many people's wish list

WW: Dar-Vida advertised with the image of lifestyle until 2007. Then the focus returned to the "healthy" argument. What values does the brand want to communicate today?
Karin Strik: Even in the 1960s, advertising was based on the argument of health. For Dar Vida communication, we are now also focusing on the values of enjoyment and cleverness. We offer enjoyment thanks to the surprisingly large product selection for many consumers, and Dar Vida consumers are clever because they reach for wholegrain snacks. The new claim "Voll Korn, voll schlau" quickly sums up the core benefits of Dar-Vida.
 
 What target audience is the new campaign aimed at?
Everyone who likes to live a healthy and vital life and is therefore smart enough not to satisfy their hunger - or not only/not always - with unhealthy snacks. "Health" for themselves and their personal environment is very high on many people's wish list. Dar-Vida offers a helping hand here and, thanks to its whole grain cookies, enables smart snacking that is good for your health.
 
 
What should Dar-Vida snacks not be perceived as?
Dar-Vida should not be perceived as a "grain picker" brand. The Dar-Vida brand offers a wide selection for different tastes and, with the new "extra fin" line, extra enjoyment.
 
Dar-Vida sounds a bit like "Swedish crispbread", but it is a Swiss product with a history that goes back to 1937 in Lucerne. What are the qualities behind this name?
All Dar-Vida products are baked in Switzerland by Hug AG in accordance with the strict specifications of our raw materials charter. The crackers and biscuits contain wholemeal wheat meal, which is ground on Swiss stone mills, and the rapeseed oil also comes from Swiss production. Wherever possible, we at Dar-Vida use this healthiest cooking oil. Dar-Vida products contain no preservatives, no additives wherever possible and only raw materials that have been produced without genetic engineering.
 
What do you like about the new campaign idea?
We worked on the positioning of the Dar-Vida brand in the run-up to the launch, and the new claim "Voll Korn, voll schlau" (full grain, full smart) captures the essence of Dar-Vida somewhat cheekily and very directly. With this claim, we can now place the consumer - the smart snacker - at the center of our communication.
 
How important is Dar-Vida within Hug's overall product range?
Hug AG offers a wide range of products for the national and international retail trade and food service sector. In the Swiss retail trade, Dar-Vida is the brand leader in the wholemeal cracker category and Hug AG is the most important manufacturer of branded biscuits with Dar-Vida, Hug and Wernli.

Interview: Andreas Panzeri

Dar-Vida The wholemeal cookies have been around since 1937 and are produced by the Hug Group in Malters, Lucerne. Together with a production site in Willisau, the company, which was founded in 1877 by master baker Joseph Hug with rusks, employs around 400 people. The most important markets are Germany and the USA, with the Middle and Far East being the newer markets.