Agricultural region takes off with its own brand and campaign
Agricultural startup: With its own brand, a promotional video, an online store, and—starting in 2016—its own line of clothing, the Michelsamt region is really taking off.
This consists of the Lucerne communities of Beromünster and Rickenbach and markets regional products under this label.
The Michelsamt is more than just a region, the Michelsamt is now a brand. The basis for the credibility of the new brand are the three values: everything from local circulation, connected with nature and created together. The goal, according to the statement, is the joint sale of Michelsamt products, which are produced in an ecological, sustainable and animal-friendly way. The products, such as cheese, honey, pastries or sparkling cider, are not only intended to please the palate, but also do good for local agriculture. "We see the opportunities in a broad-based need for authentic and regional products," explains Christina Bachmann-Roth, managing director of the Michelsamt marketing platform.
The regional suppliers as well as the marketing platform Gaudis have joined forces in the Michelsamt Value Creation Community (WGM) and are jointly investing nine million Swiss francs over the next six years. The private investors are made up of the three cheese dairies Fläcke-Chäsi, Käserei Neudorf and Käserei Winon, the retailers for the new "shopping experience" store (baker, butcher, flower store), local millers for regional fodder and various farmers. The first products of the new brand were launched via the webshop Michelsamt.ch, via regional specialty stores and over 120 Coop sales outlets in the cantons of Aargau and Lucerne. In addition, appearances at markets, events and tastings are planned. For 2016, specially designed clothes for these appearances are in preparation.
To launch the brand, various PR measures were implemented, such as a behind-the-scenes tour for the media of the regional project, as well as topics such as Beromünster's national radio station and 600-year independence since Marignano in 1415. The local, 22-year-old filmmaker Patrick Schumacher also created an original story with a short film about the "cow Irma". The cow runs away in the meadow and now begins a nervous chase after her through the whole Michelsamt.
Responsible at Michelsamt: Christina Bachmann-Roth (Managing Director Gaudis). Texts and photography: Marketix, Lucerne, Comtakt Neudor. Responsible at Dietle und Partner: Michael Dietle (illustration, design). Responsible at B-Public: Markus Baumgartner (PR consulting, texts), Madeleine Stäubli-Roduner (texts). Website and webshop: Internezzo, Rotkreuz. Printed by Wallimann Druck, Beromünster. Film Production aka Scuma: Patrick Schumacher (director, cinematographer and producer).
