New LGK restages potato recipes
The Neue LGK is continuing its campaign for the potato. After four years on TV, it is back on the billboards for its eleventh year.
The core of the campaign remains the reference to the extensive collection of recipes on Kartoffel.ch. This year, it is being advertised with five subjects. All good reasons for the main target group (25- to 40-year-old family mothers and fathers) to buy Swiss potatoes instead of pasta and rice, the agency said in a statement on Thursday.
The new motifs dispense with bowl carvings as on the previous posters and rely solely on the interplay of headline and product. In addition, there is a new typography, which was developed from real potato stamps and is intended to support the independent character of the campaign. Anyone who scans the F12 posters on their smartphone using the Kooaba app is taken directly to the relevant recipe on the Kartoffel.ch mobile website.
The new subjects can be seen throughout the year on F12 and F200 posters all over Switzerland. They will be supplemented by banner ads in late summer. Soon, a Swisspatat truck will also be on the road in the current campaign design.
Responsible at the branch organization of Swiss potato producers Swisspatat: Christine Heller (Management). Responsible at the New LGK: André Benker, Hans Tanner (Creative Direction), Andreas Szentkuti (Text), Kerstin Berk (Art Direction), Nadia Jost, Nina Ochsenbein (Graphics), Silvano Spezia, Claudia Shatri (Consulting), Jonas Spengler (Photography & Image Editing), Arillo (Type Design).
