Chicken patriots in 3D

 
Food II Bluespirit makes chickens yodel for the Bell Poulet brand. 
In 2007, the EU relaxed import regulations for chicken meat from Thailand and Brazil. Switzerland is also in the process of liberalizing the poultry market. Much to the suspicion of Swiss meat producers, who have therefore been trying for some time to enhance the value of "Swiss meat" with quality labels. Studies have shown that various labels available on the market can make a difference. Consumers are prepared to pay a higher price if they receive a corresponding product quality in return. The type of rearing, feeding and slaughter are not unimportant to Swiss consumers. Bell is now making its poultry products and animal-friendly husbandry an issue. Switzerland's largest meat producer is launching a campaign for the new Bell Poulet Suisse brand. "Bell neglected this sector for a long time," says Alban Haas from Bluespirit. The Zurich-based agency has developed the new brand identity for the meat supplier. To communicate the quality values to consumers, Bluespirit focuses on Swissness. In TV commercials and print ads, Swiss chickens surprise consumers with their charming Swiss idiosyncrasies - yodeling at sunrise or hoisting the national flag as a matter of course. Slightly exaggerated, the new Bell Poulet Suisse brand under the motto "Eifach äs bizeli schwiizerischer" is intended to provide proof of the best Swiss poultry quality from animal-friendly husbandry and guaranteed Swiss origin.
Instead of real chickens, the commercials show 3D animations. "Dressage would have taken too long," says Haas. The commercials were realized with Condor Films and the Zurich-based motion design studio Boutiq. "The aim and requirement was to create a credible look for the animations in a natural environment," says Alban Haas. The film was directed by Mike Huber, who has made a name for himself in the feature film sector and, as a partner of Boutiq, has already been the inspiration for numerous animation spots. A European yodeling champion was chosen for the acoustic authenticity. The Bell-Poulet-Suisse campaign will be shown on TV, in print, at the POS and online. Via bell.ch, users can get an impression of the new brand in a playful way, have the chickens yodel for them or send them as viral e-mails.
 
Christian Lüscher