The national campaign for AOP-IGP Switzerland aims to give consumers an understanding of what the AOP and IGP quality labels stand for and why they should always be the first choice for Swiss specialties.
At the center of the communication measures is a so-called bed funnel. The wooden funnel instrument is usually made of wood and is used by Alpine herdsmen to shout the Alpine blessing loudly and audibly across the valley. The funnel bundles and amplifies the human voice and works like a megaphone.
But why a bed funnel as a central communication element? "With the bed funnel, we have created a strong, independent key visual that perfectly conveys the main values of AOP and IGP - origin, tradition and craftsmanship," explains Eric Voser, Creative Director of Openroom. "Like the fine AOP-IGP products, the bed funnel also stands for a region of origin and the Alpine cultural heritage, recalls old traditions that have been passed down from generation to generation and brings together Alpine customs and a love of artisanal production."
Why AOP-IGP is the better choice
In a world full of mass-produced products and interchangeable names, AOP and IGP are intended to provide orientation and trust. Both quality labels distinguish carefully selected products, such as Tête de Moine AOP or St. Gallen Bratwurst IGP, which are deeply rooted in Switzerland's regional identity.
"Consumers should understand: AOP and IGP are not just any old logos - they are promises. Those who opt for them are choosing genuine craftsmanship, genuine regionality and certified quality," explains Heinz Neuhaus, Head of Marketing and Communication at AOP-IGP Switzerland.
Campaign with bite
The bed funnel from AOP-IGP is currently available in a variety of
of content formats: in commercials with an emotional, humorous appeal, on posters for broad visibility and in various social media formats tailored to a younger audience.
Across all media, the campaign shows what makes Switzerland's two strong quality labels so special - and why they are so much more than just labels.
Person in Charge at AOP-IGPAlain Farine, Director and overall responsibility; Heinz Neuhaus, Communications/PR. Responsible at Openroom Creative AgencyEric Voser, Strategy and Creative Director; Monica Kissling, Project Management; Célia Voser, Project Manager; Berivan Günüc, Consulting; Niklas Nowak, Social Media; Andreas Konrad, Art Director; Tamara Haf, Digital Art Director; Tamas Kiss, Copywriter. Responsible for cameraman: André Agustoni, Producer; Stefan Dux, DOP; Atila Ulcay, DOP; Sascha Felix, DOP; Ljubomir Lukas, Color grading; Oliver Probst, Audio Producer. Responsible at 1291 Production: Oliver Keller, Special Effects. Photography: Yves Roth, photographer; Vera Guala, food stylist.
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In 2019, the Zurich agency Openroom won the AOP-IGP account as part of a competitive presentation. The Swiss Association of AOP-IGP looks after a large number of different Swiss products, all of which bear the AOP or IGP quality mark.
From 2020 to 2024, Openroom anchored the quality label in the minds of the target group with various national campaigns and made the Swiss specialties "Appellation d'Origine Protégée" and "Indication Géographique Protégée" appealing to a wider population. According to the agency, both the level of awareness and the credibility of AOP-IGP were significantly increased during this time.
Openroom has now been able to put all the experience and knowledge that the team has built up around AOP-IGP over the past few years to good use in a competitive presentation. Even though brands such as Le Gruyère AOP, Tête de Moine AOP and St. Galler Bratwurst IGP are well known among the Swiss, the next few years will continue to be about raising awareness of the quality label itself and increasingly appealing to a younger target group in the future.
Openroom won the pitch with an attention-grabbing campaign idea centered around an unusual key visual that is linked to the three core values of AOP-IGP and also offers a wide range of implementation and development options.
The new campaign will start in spring 2025.
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On October 22, 2023, all Swiss will go to the ballot box to elect cantonal representatives in Bern. For many companies, this is a hook for their campaigns - including the AOP-IGP association, which is now calling on people to vote for genuine and authentic Swiss products with their quality marks.
The subjects of the original puzzle campaign with competition are presented in various foreign languages - after all, the products are also in demand abroad. The aim is to arouse their curiosity. Anyone who scans the QR code will find out the original text on the poster and can take part in a competition. The nationwide posting with F12 poster, e-panel, and screens ((D)OOH) is supported by an online presence in social media.
Responsible at the AOP-IGP Association: Alain Farine (Director), Heinz Neuhaus (Communications). Responsible for Openroom Creative Agency: Eric Voser (Creative Direction/Strategy), Monica Kissling (Client Service Director), Berivan Günüc (Consultant Social Media Marketing) Andreas Konrad (Senior Art Director), John Leuppi (Text) Tamara Haf (Art Director & Digital Content designer), Yves Roth (Photography).
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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)
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The AOP-IGP election campaign is entering its third round. This time, too, the go-live is timed to coincide with the two national proposals. And once again, there is a lot of Switzerland in the communication for the country's best products.
The visual realization chosen by Openroom is unmistakably patriotic with the Swiss cross, while the content makes fun of the referendum and the proposals and promotes a YES "to enjoyment with a guarantee of origin".
F12 and F200 posters for OOH and DOOH will be used throughout Switzerland, together with an online presence on social media. Native ads will also be placed.
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), Eric Voser / Andreas Konrad, (Text), Tamara Haf (Junior Art Direction), Yves Roth (Photography).
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Products with an AOP ("Appelation d'Origine Protégée") or IGP ("Indication Géographique Protégée") label are traditional Swiss specialties that have a strong connection to their region of origin. They have been produced for generations by cheesemakers, bakers, butchers and distillers.
The team of Openroom has developed the latest motif for AOP-IGP and lovingly realized it with the Brazilian illustrator Sattu Rodrigues, who according to "Lürzers Archiv" is one of the best 100 artists in the world, using all the products of the quality label.
The creative team at the Zurich agency drew inspiration for the image subject accompanying the product campaign from the famous Renaissance painter Giuseppe Arcimboldo. The work will appear in the national Sunday press until the end of the year and give a face to the country's best products.
Responsible at AOP-IGP: Alain Farine (Director). Responsible at Openroom: Eric Voser (Creative Direction/Strategy), Andreas Konrad (Art Director), John Leuppi (Text), Dagmara Garner (Consultant Social Media Marketing), Sattu Rodrigues (Illustrator), Patricia Matiskei (Int. Production Coordination).
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Following the two campaigns launched by AOP in the run-up to the referendums in early 2020 and September 2020, the product brands Gruyère AOP, Tête de Moine AOP, St. Galler Bratwurst IGP, and Vacherin Mont-d’Or AOP, among others, are launching a third wave of communications in collaboration with AOP-IGP.
As with the first two campaigns, Openroom also created the new ad concepts. The Zurich-based agency was awarded the contract through 2024 by the Swiss Association of AOP-IGP last year following a multi-stage selection process.
The goal of the campaign is, on the one hand, to establish the AOP (Appellation d’Origine Protégée) and IGP (Indication Géographique Protégée) quality labels in the minds of the target audiences and, on the other hand, to strengthen the individual product brands.
Across Switzerland, 1,500 F12-sized posters as well as digital posters are being used.
Responsible at AOP-IGP: Alain Farine (Director) Sabine Leuba (Communications/PR). Responsible at Openroom: Eric Voser (Creative Direction/Strategy), Dagmara Garner (Social Media Marketing Consultant), Monica Kissling (Client Service Director), Andreas Konrad (Art Direction), Tamara Haf (Junior Digital Art Direction), John Leuppi (Copy), Yves Roth (Photography).