Kargo: Campaign for Swiss vegetables
The new image campaign for Swiss vegetables launches on April 28. With this campaign, created by Kargo Kommunikation, the Swiss Vegetable Producers Association aims to raise awareness of the benefits of eating seasonal, locally grown vegetables.
"Swiss vegetables - tailored to every taste." The Association of Swiss Vegetable Producers is using this claim and the "Spring Vegetables" TV commercial to promote its vegetables from April 28, 2014. The aim of the campaign is to increase the market share of Swiss vegetables compared to foreign vegetables, increase consumption and strengthen the positive image. To this end, the campaign focuses on the variety and seasonality of Swiss vegetables: every month, consumers have a different seasonal vegetable to choose from. No two are the same; the color, shape and taste of each vegetable are unique. This is precisely what the new campaign focuses on in line with the season: the vegetables are once again the star of the advertising and are shown from their most beautiful and crispest side, according to a press release. Kargo Kommunikation is responsible for the idea, conception, planning and realization of all advertising material for the campaign as well as for the responsive Website and the vegetable game.
Fresh and crisp on all channels
The campaign is based on a year-round, cross-media strategy - a wide variety of online and offline measures are used to entice consumers to enjoy the delicious Swiss vegetables. The campaign is driven by three TV commercials (spring, summer and fall vegetables), advertisements (online and offline) and the responsive online vegetable game "Saison Mix". The TV commercials show typical cutting and cooking situations in the kitchen and make Swiss vegetables look crisp and crunchy at their best. The music in the TV commercials also fits in with the new lifestyle - Ray Wilko composed it especially for this purpose. The ten poster and advertisement subjects close the loop with the wooden board used as a recurring visual element in the TV commercial. The slate board symbolizes regionality, the market stall, which stands for freshness and proximity.
//www.youtube.com/watch?v=D6_Hed-uSE4
Online vegetable game "Saison Mix" for the campaign launch
Which vegetables are in season in April? To be honest, we don't really know. No problem: the seasonal calendar from Schweizer Gemüse provides the best information. And with the online vegetable game "Saison Mix", young and old alike can test their acquired knowledge. Here's how it works: the vegetables are playfully assigned to the season. Play through all the seasons (12 levels) within a time limit. There are guaranteed crisp prizes to be won, sponsored by partners Hiltl and Freshbox. The online game can be found from 28.04. at
Responsible at Schweizer Gemüse: Moana Werschler (Marketing & Communication) . Responsible at Kargo Communication: Christoph Balsiger (CD), Fabia Dellsperger (AD), Anouk Aschwanden, Marc Zenhäusern (graphic and web design) Nora Grunder, Claudia Strässle, Monique Grütter (consulting), Evelyn Schneider, Nicole Gerber (consulting online, social media)
Text, concept: Sarah Pietrasanta, PS: Text, book, concept. Photo: Dominic Fischer advertising photography. TV commercial: TopFuel Entertainment (production TV spots), Re Wilk von sugar (music). Website, online game "Saisonmix.ch": Campfire, Biel.
