Pocket-sized nibbles
Hug is launching Dar-Vida's new portion sizes with ads created by Jung von Matt/Limmat.
Hug launches the new portions of Dar-Vida with advertisements made by Jung von Matt/Limmat.crèche, board meeting or tennis match - more and more has to fit into less and less time. Anything that can be done on the go is therefore welcome. This also includes satisfying hunger pangs: the suitability of a food for transportation is a factor in the purchasing decision. To meet this need, more and more food companies are responding by introducing new packaging units and sizes. Since the beginning of April, the entire Dar Vida range has been available in portion packs. The 250-gram cardboard box is still being sold, but now contains six protective pouches instead of the previous two.
Broad target group diversification
To publicize the new portion size to existing and, above all, potential customers, Hug entrusted Jung von Matt/Limmat with the conception of an advertising campaign. As Dar-Vida is already very well known, as consultant Rolf Helfenstein knows, the aim was to expand the consumer base. The target group was to be addressed as broadly as possible, as Dar-Vida itself is aimed at health-conscious people of all backgrounds and ages.
Hanger Packaging size
In line with the motto "A good double-page spread must also work as a poster", the creative team led by CD Alexander Jaggy designed a reduced print presentation. The size of the packaging served as a hook: "We have included the new Pocketsize in the containers in which Dar-Vida is transported," says Jaggy, explaining the campaign style. Accordingly, the creative team shrunk the rucksack, briefcase and toolbox to the new Dar-Vida format.
In addition to Dar Vida crackers, the company sells Guetsli, crackers, catering bakery products and frozen snacks under its own brand Hug. Hug AG, based in Malters, has been a family business since it was founded in 1877 - the share capital of three million Swiss francs is wholly owned by the two managing directors Werner and Andreas Hug. The company employs a total of 252 people, who generated sales of around 75 million Swiss francs in 2003.
At 57%, the retail trade is the biggest buyer of Hug products. Accordingly, the pocket-size launch of Dar-Vida includes various POS measures in addition to the advertisements. In addition, loyal Dar-Vida eaters receive a metal box in the look of a briefcase for the receipts they collect on the packaging - in Dar-Vida size, of course.
Smaller, but still great: the campaign takes Dar-Vida's new portions at their word.
Dar-Vida is responding to changing consumer needs with smaller packaging units for its crackers. Jung von Matt/Limmat takes this literally >> page 10
Simone Keller
Broad target group diversification
To publicize the new portion size to existing and, above all, potential customers, Hug entrusted Jung von Matt/Limmat with the conception of an advertising campaign. As Dar-Vida is already very well known, as consultant Rolf Helfenstein knows, the aim was to expand the consumer base. The target group was to be addressed as broadly as possible, as Dar-Vida itself is aimed at health-conscious people of all backgrounds and ages.
Hanger Packaging size
In line with the motto "A good double-page spread must also work as a poster", the creative team led by CD Alexander Jaggy designed a reduced print presentation. The size of the packaging served as a hook: "We have included the new Pocketsize in the containers in which Dar-Vida is transported," says Jaggy, explaining the campaign style. Accordingly, the creative team shrunk the rucksack, briefcase and toolbox to the new Dar-Vida format.
In addition to Dar Vida crackers, the company sells Guetsli, crackers, catering bakery products and frozen snacks under its own brand Hug. Hug AG, based in Malters, has been a family business since it was founded in 1877 - the share capital of three million Swiss francs is wholly owned by the two managing directors Werner and Andreas Hug. The company employs a total of 252 people, who generated sales of around 75 million Swiss francs in 2003.
At 57%, the retail trade is the biggest buyer of Hug products. Accordingly, the pocket-size launch of Dar-Vida includes various POS measures in addition to the advertisements. In addition, loyal Dar-Vida eaters receive a metal box in the look of a briefcase for the receipts they collect on the packaging - in Dar-Vida size, of course.
Smaller, but still great: the campaign takes Dar-Vida's new portions at their word.
Dar-Vida is responding to changing consumer needs with smaller packaging units for its crackers. Jung von Matt/Limmat takes this literally >> page 10
Simone Keller
