Kägi shows what happiness is

STATE OF THE ART Four new videos from Kägi Söhne AG have been flickering across Swiss screens since mid-September. They feature people of different ages. With their everyday stories, the company wants to show that the chocolate snack "Kägi fret" is always there when people enjoy their happiness.This article was published in the November issue of "Marketing & Kommunikation". More campaigns, news from the marketing and digital world in the Magazine."For me, Kägi is a piece of childhood", "For me, Kägi tastes like summer" and "For me, Kägi means fun" - these are comments from fans of the Swiss wafer product Kägi fret. In the manufacturer's new campaign, they were asked to share their moments of happiness with Kägi. Many of them associate Kägi with memories from childhood, with family or friends, and this is also the motto of the campaign. "The Kägi brand is charged with positive emotions for many consumers. In Switzerland in particular, many grew up enjoying Kägi fret and associate fond memories with the product. The TV campaign reinforces this association of the Kägi brand with happiness and brings it to life as a moving image," says Renate Korfmacher, Head of Marketing at Kägi Söhne AG, explaining the motivation behind the campaign.

In his new campaign, Kägi shows people and their moments of happiness.A piece of historyKägi fret began in 1934, when founder Otto Kägi laid the foundation stone for today's company in Lichtensteig. After lengthy recipe trials and technical preparations, Kägi was able to produce chocolate-coated wafers for the first time in 1952. Over time, demand grew and with it the location. The first export shipment of Kägi Biscuits was made to Los Angeles in 1956. The first Kägi fret was then produced and marketed in 1958. The Toggenburg-based company has continued to expand until today, as one of the leading European manufacturers and marketers of wafer and biscuit specialties.A piece of personalityTo stay at the forefront, the company is constantly introducing new flavors. For example, Kägi fret is available with dark chocolate, hazelnut, cappuccino or coconut cream filling. The butter biscuit has also been retained, for example with caramel. For the personal taste, the personal flavor note. The story and the associated connection with one of the products are the reason for the "Happy Moments" campaign. "Everyone, whether a Kägi employee or fan, should share their story," says Korfmacher.A piece of homeSo not just any actors were hired for the TV commercials, but fans. First and foremost Sophia Sommer: "I used to eat Kägi fret on school trips, and when I eat one abroad, I feel like I'm in the Swiss mountains. Kägi fret is a piece of home for me," says the Uzwil native. The TV commercial also tells her story: a young couple is sitting in a meadow - a typical hiking break. He takes out a Kägi fret and bites into it, then gives it to his girlfriend, who grabs the Kägi fret and enjoys it on her own. Accordingly, the motto of the clip is: "Happiness is enjoying life alone".A piece of "share culture""Each of the four 15-second commercials tells a different story with actors of different ages, so we want to offer a broad opportunity for identification," explains the Head of Marketing. A key aim of the campaign is to make Kägi fret more present among younger consumers. This is why the commercials are not only broadcast on television, but also on social media - such as Facebook or the company's own YouTube channel. This is also the reason why Kägi is now focusing on the audiovisual medium again after a break of several years. After all, the company had primarily drawn attention to itself with poster advertising. "In outdoor advertising, the focus was primarily on the product, where the connection to happiness was created through snappy slogans and word creations. The next evolutionary step was to underpin this link emotionally. This works best with videos," explains Korfmacher. As the younger generation is known to be on social media and online, a microsite was also created that shows all four commercials as a series and provides a look behind the scenes. "Our Facebook fans and newsletter subscribers also received an exclusive sneak preview shortly before the TV broadcast," continues Korfmacher. Interaction is an important factor for the company anyway. Since 2012, Kägi has been organizing a campaign in which Facebook friends are invited to share their own Kägi moment and thus become the "Kägi friend of the month". Anyone who posts a photo of themselves and a Kägi and receives the most likes for it not only receives a Kägi gift pack, but is also integrated into the Kägi Facebook cover picture. In September 2015, Kägi changed the rules slightly. Now the "selfies" have to be posted on a given topic.

One of the four Kägi commercials from the "Happiness is a Kägi" campaign.A piece of KägiCapturing moments of happiness with Kägi was also the basic idea for Olma 2015 in St. Gallen. "Every year, the Kägi stand at the Olma is a great platform for us to present consumers with a brand space that they can walk through and experience. Visitors can look forward to great activities," reports Korfmacher. For example, the company set up a "lucky photo box". Every visitor was allowed to take a photo of themselves with a Kägi and take the printout home with them. A competition was also part of the stand. Anyone who correctly guessed the number of mini Kägis in the glass column received an overnight stay for four people in an igloo. The stand also featured a range of products for tasting. "This is how we get into conversation with our buyers. That is one of our most important goals at Olma," says Korfmacher. This is why the Kägi stand is staffed by employees from various areas of the company.A piece of successAfter all, it is the employees who make the company what it is. "Internal branding is an important marketing tool, especially for an SME like Kägi Söhne AG. Every employee contributes to the success of the company and its culture and philosophy to the outside world," says Korfmacher. So they are also part of the campaign. Some of them tell their story on the company website. "This is particularly visible with our employees in the Kägi Glücksshop - our walk-in brand world. In their role as 'hosts', they give customers a special shopping experience - and therefore a special moment of happiness," explains Korfmacher. This includes Meinrad Meier. He is the longest-serving employee at Kägi Manufaktur. Meier has been working in wafer production for 47 years, roasting the cocoa beans, mixing the filling and grinding the sugar. He is happy in his job, and it shows: "I like to take my work home with me - preferably in the hazelnut variety." The "Happiness is a Kägi" campaign comes full circle with the shared stories that run through the entire corporate communication.Author: Melanie Granados