New LGK: Happier Swiss chickens

Since 2010, Neue LGK has been successfully promoting the Swiss egg with the claim "The happiest hens lay the best eggs." So successful, in fact, that Swiss market share for shell eggs has increased to 74.4 percent, despite competition from imported eggs that are nearly half as expensive. According to the press release, the positioning gets to the heart of what laying hens in Switzerland have over their counterparts abroad: good feed, stricter husbandry and health standards and, as far as possible, care in family-run farms. The agency illustrated this in an initial spot with a group of chickens enjoying their greater freedom of movement, upbeat and in time to the song "Oh happy Day!". The film scored top marks in the AMS (Agro-Marketing Suisse) advertising effectiveness check year after year. In spring 2013, it was 80 percent for likeability and as many as 92.5 percent felt the film appealed to them.

Responsible at Gallosuisse: Daniel Würgler, Willi Neuhauser, Oswald Burch, Jean Ulmann. Responsible at Neue LGK: André Benker, Hans Tanner (Creative Direction), Andreas Szentkuti (Text), Kerstin Berk (Art Direction), Silvano Spezia, Natalie Suter (Consulting); Reggie Pack, Rainer Binz, Benjamin Kempf-Siemens (Direction), Rudi Haller, Solid & Hallerfilm AG (Film Production), Maher Maleh (Director of Photography), Alex Kutka (Editing), On Line Video 46 (Post Production), Massive Music (Music).