After Emmi had already brought the new positioning of its vegan brand Beleaf to flexitarians with a nationwide OOH campaign at the end of last year, three online videos now follow. They were created in collaboration with TBWA\Zurich.
With its vegan brand Beleaf, Emmi wants to reach the approximately 60 percent of flexitarians in Switzerland and has repositioned itself accordingly with the claim "Whatever you beleaf". Together with TBWA\Zurich, a humorous headline campaign was created, inviting the general public to get involved with their plant-based dairy products. The campaign has now been expanded to include three online videos, which use humorous scenes taken from real life to show that the products are a perfect fit for the flexitarian lifestyle. The videos will be broadcast on YouTube and other online sites in both German-speaking and French-speaking Switzerland and will be accompanied by display ads.
Responsible at Beleaf: Stefan Dobrev (Global Head of Plant Based), Carolina Yepes (Global Marketing Manager Plant-Based), Lisa Lindberg (Lead Brand Management beleaf), Jessica Speicher (Global Marketing Intern). Responsible at TBWA\Zurich: Angelo Sciullo, Alisea Ferrara, Selina Engeli (creation) Sina Gelin (consulting). Production/direction: Pierre Copsey, Fabrice Studer, Karl Hofmann (ViDo Video). Production partner: Altamont Production.
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The food trend for plant-based foods has grown strongly in recent years. Emmi is responding to this growing demand for milk alternatives with the Beleaf brand. The range of just under 20 products extends from yogurts to milk alternatives and desserts.
While numerous brands focus on vegans and vegetarians, Beleaf sees the 60 percent of people in Switzerland who describe themselves as flexitarians as the main target group. Based on this objective, TBWA\Zurich's strategy team has identified barriers among potential new customers that still keep them away from milk alternatives and can be refuted with arguments.
Under the motto "Beleaf it or not" and a truth to the respective product, the campaign invites a broad audience to get involved with the milk alternatives. The result is 16 subjects, four of which can be seen as posters and DOOH in the largest Swiss cities, as well as in retail outlets. All the motifs are in use in front of Zurich's main train station and reach hundreds of thousands of people every day.
In addition, TBWA\Zurich developed a new corporate identity for the brand in the course of the campaign implementation and also further expanded the brand's previous imagery.
Responsible at Beleaf: Nicole Zemp (Global Category Head Yogurt), Katharina Wind (Global Marketing Manager), Carolina Yepes (Global Marketing Manager Yogurt/Desserts), Sonja Hennecke (Head Brand & Communication Management Vegan), Michael Lötscher (Head Business Unit Vegan. Responsible at TBWA\Zurich: Manuel Wenzel, Angelo Sciullo, Tizian Walti, Sarah Rüegger, Martin Stulz, Hanning Beland, Alisea Ferrara, Selina Engeli (creation), Pierre Copsey, Fabrice Studer (video production), Lukas Diem (strategy), Sina Gelin (consulting), Toni Rubera, Noemi Rubera (image editing and DTP).
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