Virtue Switzerland wins lead account from Coop Naturaplan
Account Win for Virtue Switzerland: Vice’s creative agency won over the client in a competitive pitch and is now responsible for the campaign communications for Coop’s largest private label, Naturaplan.
The agency, which specializes in content campaigning, will further develop the campaign communication of Switzerland's best-known organic brand strategically and creatively on all channels in the future. Virtue will deliver all creative solutions from a single source: from strategy and creation to production, social media and activation.
The focus of the collaboration is the adjustment of the brand positioning and the corresponding development of measures in the field of narrative brand management. In order to also reach a young, critical audience, Virtue will implement specially designed social campaigns for Naturaplan in addition to the design of classic channels. In spring 2018, the major campaign on the occasion of the 25th anniversary of Naturaplan will start, for which separate information will be provided soon.
Sacha Zuberbühler, Head of Marketing Communications, in a statement: "Naturaplan was and is the organic pioneer in Switzerland. By means of content-based communication, we are now living up to this role in our dialogue with Switzerland." And Raffael Leu, Managing Partner Virtue, explains: "Today, we are addressing the most demanding consumer in history. This consumer is immune to clumsy marketing and wants to be entertained, i.e. understood as an audience. Exchangeable content without relevance is filtered away and not received. This makes it all the more important for a love brand like Naturaplan to be heard with inspiring, genuine and authentic stories. Every channel, every format and every asset contributes to the brand narrative."
