The organic products from Freche Freunde are designed to bring the youngest members of society into contact with high-quality food in a playful way. Freche Freunde also attaches great importance to sustainability and social responsibility. In line with this, Freche Freunde is cooperating with Working Bicycle, a provider of sustainable advertising space, to increase awareness of its products in a campaign.
In order to reach the target group directly in city life, the eye-catching advertising spaces are increasingly being used in highly frequented areas of Zurich city center. This is made possible by a geo-targeting system that specifically controls the campaign. "Thanks to Working Bicycle, our message is right at the heart of city life - eye-catching, charming and exactly where it reaches our target group," explain Karin Erni and Lisa Sekan, who are responsible for the Freche Freunde communication strategy.
The design of the moving boxes was developed by the agency Inhalt & Form and analyzed and optimized in advance using Intervista's predictive eye-tracking method. The aim was to draw attention to the essentials in the often hectic urban environment. To achieve this, the number of visual elements was reduced and their display enlarged.
Responsible at HeroKarin Erni (Marketing Manager); Lisa Sekan (Brand Manager). Responsible at Working BicycleLuca Tschudi (co-founder). Responsible agencyContent and form communication agency.
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In recent years, breakfast has lost its relevance as the most important meal of the day. Hero Delicia wants to bring "Zmorge" back on everyone's lips with a broad-based campaign.
"The hustle and bustle of everyday life is increasingly pushing the status of breakfast to the sidelines. With the current campaign, we want to counteract this trend to some extent," explains Anninka Kraus, Head Marketing Hero Switzerland. After all, a good breakfast with a delicious jam also enriches the daily routine: "Not only nutritionally, but also as a mindful start to a good day," continues Kraus.
With a wink and a refreshing reference to the industry, the various campaign subjects therefore focus on what happens when mental and physical energy reserves are not replenished with a "proper breakfast".
In addition to the (D)OOH presence, Streuplan has planned various guerrilla and influencer campaigns to provide entertainment over the next few weeks.
Responsible at Hero Switzerland: Anninka Kraus (Head Marketing Hero Switzerland), Neele Eggs (Marketing Manager Natural Spreads & Healthy Snacks), Larissa Bernasconi (Brand Manager Natural Spreads & Healthy Snacks). Overall responsibility for strategy, conception, creation and realization: Spreading plan. Media: Spreading plan.
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Print ads, social media ads and newsletter marketing are intended to generate the necessary attention around the "Jam Jam"- and "Delicia"-boxes. In addition, integrated viral elements and marketing automation should support the campaign in the long term.
The Zurich agency conceived, created and realized the performance-oriented promotion for Hero from A to Z.
As if out of the blue, Hero surprised everyone in the 2015 parliamentary elections with its own refreshing election campaign (Werbewoche.ch reported). The Zurich agency Streuplan was behind the high-profile campaign with guerrilla character.
Liberal opening hours: in 2015, Hero put up election posters.
In 2019, the campaign is now celebrating a comeback. In the middle of the election campaign, Hero responds to a political poster that virtually provoked a reaction from the Aargau ravioli professionals: The current SP campaign from KSP uses the tinny cult dish to draw attention to health insurance premiums that threaten the very existence of the party during the election campaign. The SP wants to lower them. "If premiums rise faster than wages," the poster says. The photo shows what that means: you have to switch from beef fillet to canned ravioli.
Right next to the SP poster, Hero has booked advertising space and is responding: Canned ravioli doesn't have to mean the end of the culinary food chain. Streuplan has designed the subject in such a way that it looks confusingly similar to the SP model. And thus provides a welcome highlight in this year's poster jungle.
Photo: Twitter.com / Scatterplane
The former "Lenzburg canning factory" is now a global corporation. The Hero Group employs around 4000 people in 19 countries - from Europe and the USA to Africa and Central Asia. Around 160 of them work for Hero Switzerland, and the head office is still located in Lenzburg in the canton of Aargau.
Hero keeps a correspondingly close eye on the international competition - so that it can intervene if its own brand appears to be under threat.
This is what happened when the British trademark Heera was registered in Switzerland. How the Switzerland at the weekend Hero then contacted the Institute for Intellectual Property. This confirmed a likelihood of confusion. Reasoning: Consumers are expected to pay little attention to everyday products. They reach for the shelf and don't look closely - which makes it easier to confuse brands and products.
Heera did not agree with the Institute's statement and the case was referred to the Federal Administrative Court. The English importer of Asian foodstuffs argued that the pictorial elements and meaning were clearly different. In addition, the company was targeting an Indian, Sri Lankan, Bangladeshi and Pakistani audience in Switzerland, who would be able to distinguish between the brands.
The court subsequently examined the two marks in detail, analyzed the fonts and compared the pronunciations in different national languages. Conclusion: The two marks are confusingly similar.
The Heera eagle and the "Quality Product" claim were given little weight - too unspecific, too frequently used. In contrast, the name Heera had a powerful memorable effect and was therefore central to the assessment.
According to the ruling, however, there is no risk of confusion in the seed sector. Heera is allowed to enter its name in the register. As Hero lost on this one point, the Lenzburg-based company must pay a tenth of the costs of the proceedings. However, the 450 francs should be bearable for the company.
The launch campaign for "Jam Jam" celebrates the new confectionery as a small joy in everyday life that always encourages people to see the sweet side - no matter how gray the sky, how long the traffic jam or how early in the morning it is. In keeping with the company's aim of reaching a younger target group, its new claim underscores this appeal in a somewhat bolder way than Hero is used to: "Life is bitter enough.
The product line, developed for millenials, comes in intentionally smaller glasses for single households. For its development, Hero also broke new ground in terms of taste and had more than 100 young Swiss people, including some influencers, vote on the varieties, fruit content and packaging design during a breakfast event.
"The conviction The little things in life make the difference is deeply rooted in Hero's brand DNA. We make jam and don't change the world with it, but we sweeten the mornings of thousands of people every day. The campaign imaginatively conveys that a single positive thought is often enough to go through life with a smile - even if something goes wrong," Hero's Marisa Schwyter explains in a statement.
The heart of the campaign is a colorfully illustrated animated film in which the four "Jam Jam" varieties - strawberry, plum, apricot and raspberry - cope with everyday mishaps as animated characters themselves. The film will be used in various lengths and formats on all popular digital channels. The campaign is extended by digital performance measures - from the Tinder Ad to the Watson Content Bridge. Sir Mary is also responsible for media strategy and distribution.
Responsible at Hero: Marisa Schwyter (Marketing Manager), Nikolas Petschen (Junior Marketing Manager), Sina Kohlhofer (Digital Manager), Angelika Leemann (Head Marketing Retail). Responsible at Sir Mary: Pascal Baumann, Delia Guerriero, Katrin Espelage, Luca Zurfluh, Patrik Kesseli, Nadine Pachoud, Nicolas Hostettler, Fabian Habisreutinger, Vanessa Habisreutinger. Responsible for production: Digital Studio: Deli Hamburg & Deli Berlin. Producer: Christoph Stingel. Photography: Nom-Nom; Corinne Zeltner, Bettina Ehrismann.
In addition to the down-to-earth authentic election video, the campaign was supported with selectively placed election posters. Seeding of video and photos was done via viral publishers. The result was various media reports (including Aargauer Zeitung, Tele M1, Zappin', Blick, etc.).
A street campaign in front of various Coop and Volg stores is of course also part of the campaign.
And, of course, social and online media will also be populated with election-related content and display advertising in the political environment. The reactions to Facebook are positive throughout. Individual contributions were even shared by seasoned politicians.
Whoever elects this candidate to the National Council has actually already won.
Responsible at Hero Switzerland: Christian Schenk (Head BU Retail), Marisa Schwyter (Marketing Manager), Nikolas Petschen (Marketing Assistant). Responsible at Streuplan: Thomas Back (overall responsibility), Simona Maiolo (consulting), Marco Schlatter (consulting), Ennio Cadau (text / concept), Philip Ziegler (text / editing), Willy Rogl (design / production), Eva Gächter (online).
The anniversary logo and the anniversary claim have been used on all communication media since the beginning of the year, as the agency writes in a press release. This includes TV commercials, sponsoring, fanfolds on millions of products, retail advertisements and all other POS materials. In the 125th birthday competition, 125 Goldvreneli can be won.
Various events for customers and employees as well as an exhibition entitled "Hero - on everyone's lips since 1886" at the Burghalde Museum in Lenzburg will round off the anniversary year. The foundation for this exhibition and the book, which will be published by Hier+Jetzt-Verlag in November, was laid by the donation of Dr. Arend Oetker's Hero archive to the local Burghalde Museum and the Swiss Economic Archives in Basel. Thanks to the initiative of the Burghalde Museum and the support of third parties, the outstanding collection of advertising posters can be seen in the special exhibition until the end of November 2012, according to the agency.
Responsible at Hero: Jens Ingwersen (Head of Marketing / Sales), Flavio Pellegrini (Product Manager). Responsible at Streuplan: Thomas Back (overall responsibility), Sabrina Hardegger (consulting), Caroline Schmid (AD), Stefanie Fink (AD), Dalibor Tihi (web development).
