Only Köbi remains on the bench
Burson-Marsteller's agriculture division in Bern dressed celebrities in farmers' shirts for an image campaign.
Agriculture Burson-Marsteller in Bern has put celebrities in the shirts of farmers for an image campaign. "Good, there are Swiss farmers." Various campaigns have already been launched for the Swiss Farmers' Union (SBC) with this claim. Following a pitch by the Lang Gysi Knoll agency, Burson-Marsteller in Bern has now been awarded the contract for the second time. Last year, their idea of depicting celebrities such as Köbi Kuhn and Michelle Hunziker in the characteristic Edelweiss shirt caused quite a stir. Now the campaign is entering its second round. Naturally, Michelle was "gladly taken along again" as a "farm girl" and testimonial, as consultant Olaf Pilleri at Burson-Marsteller reveals. Köbi Kuhn remains on the reserve bench. He may be activated during the European Championships, "depending on how things go then." This time, there are noticeably more personalities from the world of culture involved in the "commitment to the local plaice". Stefanie Glaser, for example, whose film "Herbstzeitlose" has become a new audience favorite. Or Stephan Eicher and the opera singer Noëmi Nadelmann. From the world of sport, the agency is "particularly proud" of world champions Stéphane Lambiel and Michael Schumacher. The latter was "very happy to put himself at the service of this cause, like the others, even without a fee".
The image campaign aims to gain sympathy for farming families, encourage people to buy local products and emphasize the importance of agriculture for our country. Swiss agriculture wants to use the celebrities to "strengthen the dialog with society".
For consultant Pilleri, this work is the first campaign with testimonials from celebrities. "But I think it's appropriate here." What is particularly interesting is that the agency has chosen people who, at first glance, do not give the impression that they would stand up for our farmers. Personalities as far removed as possible from SVP-affiliated circles in the Bernese Oberland should also convey a modern image of today's farmers to city dwellers.
"Swiss farmers? Yes, absolutely", says Stephan Eicher, for example. For Pilleri, this is "almost a political statement". Other topics addressed include environmental protection and, of course, agricultural products are also highlighted in the testimonials.
All the celebrities are pictured wearing the typical blue peasant shirt. Some are also rolling up their sleeves. The pattern of the fabric will also be used as a key visual for many other activities and media in this campaign. For example, there will be give-aways ranging from bath towels to small packs of sweet cider. These will also be used to promote the farmers' association's website www.landwirtschaft.ch for further information.
On Monday of this week, delegations of real farming families across Switzerland visited various editorial offices in order to present more stories about the importance of farmers in Switzerland to the media.
Three quarters of the Swiss population already live in cities and conurbations. The gap between urban and rural areas is widening. The many services provided by farming families for the benefit of society and the rest of the economy are "easily overlooked and underestimated". The SBC is therefore convinced that "prominent city dwellers" are needed to champion the concerns of farmers.
Andreas Panzeri
The image campaign aims to gain sympathy for farming families, encourage people to buy local products and emphasize the importance of agriculture for our country. Swiss agriculture wants to use the celebrities to "strengthen the dialog with society".
For consultant Pilleri, this work is the first campaign with testimonials from celebrities. "But I think it's appropriate here." What is particularly interesting is that the agency has chosen people who, at first glance, do not give the impression that they would stand up for our farmers. Personalities as far removed as possible from SVP-affiliated circles in the Bernese Oberland should also convey a modern image of today's farmers to city dwellers.
"Swiss farmers? Yes, absolutely", says Stephan Eicher, for example. For Pilleri, this is "almost a political statement". Other topics addressed include environmental protection and, of course, agricultural products are also highlighted in the testimonials.
All the celebrities are pictured wearing the typical blue peasant shirt. Some are also rolling up their sleeves. The pattern of the fabric will also be used as a key visual for many other activities and media in this campaign. For example, there will be give-aways ranging from bath towels to small packs of sweet cider. These will also be used to promote the farmers' association's website www.landwirtschaft.ch for further information.
On Monday of this week, delegations of real farming families across Switzerland visited various editorial offices in order to present more stories about the importance of farmers in Switzerland to the media.
Three quarters of the Swiss population already live in cities and conurbations. The gap between urban and rural areas is widening. The many services provided by farming families for the benefit of society and the rest of the economy are "easily overlooked and underestimated". The SBC is therefore convinced that "prominent city dwellers" are needed to champion the concerns of farmers.
Andreas Panzeri
