The debut campaign by Ceres Media and Raclette du Valais AOP aims to convey the message "it's the right cheese that counts, the original". This first advertising campaign incorporates various media into the strategy, including online display ads, social media ads, DOOH at the POS and print in the local media.

The visual implementation of the campaign is in the hands of Tonic Agentur für Form & Inhalt in Brig, which has been responsible for the positioning, marketing and anchoring of the Raclette du Valais AOP brand since 2018.

With the current advertising campaign, Suisse Garantie wants to show the uniqueness of agricultural products from Switzerland in spectacular close-ups and draw attention to their inner values.

"A strawberry from Switzerland, for example, looks exactly like a strawberry from Almeria in Spain, and yet it is not the same strawberry. What you don't see are the inner values: transport routes, cultivated land, climate, water, soils, sustainability, social conditions. There are clear differences," explains AMS President Urs Schneider.

The importance of AMS for agriculture is great. Around 80 percent of the income of farming families results from the sale of their products or services. Today, Coop, Migros, Volg, Denner, Spar, Aldi, Lidl, Prodega and McDonald's offer products marked with Suisse Garantie.

Studies also show that the origin of food is strongly weighted: In a survey conducted by GfK in 2021, 81 percent of respondents say they usually or always pay attention to Switzerland as the country of origin when buying food. 67 percent say they pay attention to Suisse Garantie when doing so.

Responsible for AMS: Urs Schneider (President), Denis Etienne (Managing Director). Project management Suisse GarantieMarcel Portmann (Proviande), Martin Ruest (Swissmilk). Impact measurement: Reto Grolimund (Swissmilk). Responsible at Ceres Media (media strategy and planning)Caroline Nagiel, Alessandro Giuliano. Responsible at FairFactory (creation): Kurt Schmid, Claude Schaub. Responsible at Stories (Film): Florian Nussbaumer, Pascal Walder (DOP). Photo posters: Photography Phil Müller.

Ceres Media emerged at the beginning of 2022 from the former AMS Media, which can look back on a long history of success. Founded in 1997 as a media service provider for the "Swiss Milk Producers SMP", it has made a name for itself with successful campaigns. With the transfer from AMS Media to CMS Media, the success story is to be continued and the legacy preserved. A new full-service agency is emerging on the market, which intends to practice its craft in the service of the entire Swiss agricultural sector.

Ceres Media relies on a trusting relationship with its clients and strategic partner AMS Agro-Marketing Suisse. It can also draw on many years of in-depth industry knowledge, which makes the agency a valuable partner for any agricultural organization. The long-standing relationships with media companies and marketers guarantees. also guarantees its customers attractive conditions.

The managing director of the new full-service agency, Alessandro Giuliano, underlines a special feature of the agency: "We have a unique pool of agricultural data. This enables us, on the one hand, to look at each customer with its needs holistically and in the specific ecosystem. Thus we understand the product better and ensure an optimal appearance at the market as well as in the media. On the other hand, for campaigns we minimize wastage and get the most out of every franc invested."

In ancient Rome, the goddess Ceres stood for agriculture and fertility - according to the agency's three founding members, Caroline Nagiel, Michael Richner and Alessandro Giuliano, the company's name is intended to underscore its connection to agriculture. With the "sowing" of the first media campaigns this year, Ceres Media wants to take its first steps into the future and support the various brands of Swiss agriculture to develop sustainably and position themselves successfully.