Openroom creates campaign to launch IGP gastronomy weeks
In collaboration with GastroSuisse, Proviande, Swiss Wine, and Prodega, the Swiss Association of AOP-IGP is launching the first edition of the IGP Gastronomy Weeks, which will take place from September 18 to October 3, 2021. The campaign was created by Openroom.
131 restaurants present culinary interpretations of Swiss products, Openroom creative agency created the campaign for this event. Committed restaurateurs want to bring the Swiss culinary heritage closer to the public. This includes traditional products that have been awarded the quality label, which guarantees the Swiss origin of the raw materials as well as time-honored regional skills. Today, 14 meat specialties have an IGP. IGP is the French abbreviation for "Protected Geographical Indication". All of them are well known in their region of origin and in some cases beyond, such as Sankt Galler Bratwurst IGP, Appenzeller Mostbröckli IGP or Valais dried meat IGP. However, many consumers are not aware of the fact that these product designations are protected by the state. During the IGP gastronomy weeks, participating restaurateurs offer at least 3 IGP specialties and 2 Swiss wines on their menus.
The Zurich-based creative agency Openroom created a key visual for the IGP Gastrowochen. From this, personalized posters were created for the individual participating restaurants and launched as an OO(D)H campaign. Programmatic ads and social ads were also placed online for the campaign. Furthermore, POS material such as personalized info flyers, additional general posters, table plates and placemats and a menu template were produced.
Responsible at AOP-IGP: Alain Farine (Director). Responsible at Openroom: Eric Voser (Creative Direction/Strategy), Dagmara Garner (Consultant Social Media Marketing), Monica Kissling (Client Service Director), Andreas Konrad (Art Direction), Tamara Haf (Junior Art Director), Yves Roth (Photography)
