The IP-SUISSE campaign «The Nature of Shopping» shows how a simple reach for a product on the shelf can make a difference for animals, people, and nature. It was conceived and implemented by the creative agency Rosarot.

From the Farm to the Supermarket Shelf

The campaign centers on IP-SUISSE’s brand principles: animal welfare, biodiversity, and sustainable crop production. However, these principles aren’t communicated where one might expect. The campaign doesn’t begin on the farm, but rather where the decision to choose IP-SUISSE actually takes place: in front of the supermarket shelf.

A small decision, a big impact

Everyday shopping situations are observed and commented on as if they were scenes from a nature documentary. The voice-over deliberately creates a sense of disorientation: customers become females and males, shopping becomes a search for food, and reaching for the IP-SUISSE beetle becomes a small action with far-reaching consequences. In the second part, the films specifically show what this decision can mean for animals, people, and nature.

Without a moralizing tone, but with humor

A key goal of the campaign was to communicate sustainability in an accessible way. Sustainable behavior is often associated with sacrifice or major changes. IP-SUISSE shows that even small, conscious decisions can make a difference—in an accessible, surprising way, and with a touch of humor. In this way, the campaign bridges two worlds that have typically been discussed separately: shopping and the work carried out on IP-SUISSE farms. It highlights the concrete connection between animal welfare, biodiversity, and nature-oriented crop production and everyday shopping.

A long-standing partnership

The campaign was developed around the IP-SUISSE brand and conveys its core themes as well as its new positioning. As a long-standing partner, Migros supports the IP-SUISSE campaign, thereby underscoring the importance of their collaboration. Migros not only makes its products and stores available as a platform for the campaign but also acts as the sender itself as part of the campaign’s extension. To this end, the videos are equipped with a customized closing tag and product shot.

Person in charge at IP-SUISSE: Anne Willimann (Head of Marketing & Communications), Marcel Schenk (Marketing Communications) Responsible at Migros: Rémy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Nuria Grab (Project Manager, Campaigning), Bojana Taraba (Project Manager, Campaigning), Erasmo Palomba (Creative Producer) Responsible at Rosarot: Felicia Lauper, Clarissa Crincoli (Consulting), Stephanie Lüscher (Senior Art Director), Peter Brönimann (Copy/Concept), Marcin Baba (Creative Direction), Matthias Koller (Creative Direction/Overall Responsibility) Responsible for production: McQueens Films (Film Production), Clemens Petersson (Executive Producer), Theresa Berres (Producer), Angelo Cerisara (Director), Giuseppe Favale (Director of Photography), LORE VFX (VFX), Spacetrain (Composition), JingleJungle (Sound Design)

Swinging a lasso? Not our swingers

On the occasion of ESAF 2025, which takes place from August 29 to 31 in Glarus, IP-Suisse wanted to communicate its commitment to the four top wrestlers throughout Switzerland. The Zurich-based creative agency Rosarot therefore developed four short commercials for each of the four wrestlers. They answer the question of what would happen if the Swiss wrestlers were not Swiss wrestlers. "That would be fine, of course, but fortunately it's only a hypothetical question," says Anne Willimann, Head of Marketing at IP-SUISSE, with a laugh. "Fortunately, they are very good wrestlers - they give their all in the sawdust and everything for sustainable agriculture."

Great cinema on all channels

The four commercials were shot in two days - completely in-house at Rosarot. "One of our agency's great strengths is that we can implement such projects in-house, with agility and high quality," says Marcin Baba, Creative Director at Rosarot. In addition to the four commercials, which are played on all digital channels, the campaign was adapted for IP-SUISSE's social media channels and supplemented with additional outfits that the four wrestlers could wear - hypothetically, of course.

Responsible at IP-Suisse: Anne Willimann (Head of Corporate Communications), Marcel Schenk (Marketing), Patrick Amstutz (Social Media Manager). Responsible at Rosarot: Matthias Koller (Co-CEO), Marcin Baba (Creative Direction), Felicia Lauper (Director Consulting), Franz Neugebauer (Concept/Text), Carmen Stähelin (Concept/Text), Boris Stoll (Art Direction), Maria Alcover (Graphic Design), Horatiu Sovaiala (Video/Photo/Content Creation), Joe Bastiampillai (Social Media Consulting), Fabio Montefiori (Realization/DTP), Claire Hulla (Realization/DTP)

The 4,000 square meter stand along the main SBB Zurich-Berne line near Rothrist was impossible to miss. The location reportedly offers a frequency of well over 50,000 train passengers per day. And despite maximum naturalness, the field advertising achieves a high level of accessibility and advertising impact.

GreenWorks, a company active in field advertising, was entrusted with the implementation. The lettering and shapes were created in nature with centimetre precision using a special English ryegrass mixture and straw and were regularly cut and maintained over the entire period from mid-May to mid-August. This meant that the 150-metre-long motif was always showing a different side.

Responsible at Hiestand Switzerland: Andreas Koller, Cornel Zimmermann. Responsible at IP-Suisse: Marina Bernhard, Sandro Rechsteiner. Responsible at GreenWorks: Thomas Stutz, Markus Wolfisberg.

IP-SUISSE is known for its high standards in animal welfare and environmentally friendly production. But the new campaign by Rod Kommunikation shows that IP-SUISSE has much more to offer. The ladybug, the label’s symbol, also stands for the protection and promotion of biodiversity in Switzerland. In the campaign, we follow a passionate documentary filmmaker and his partner as they discover an astonishing variety of plants and animals on their adventures at IP-SUISSE farms.

Nature Experiences Across All Channels

The campaign is being promoted through several TV commercials, in movie theaters, on social media, and via various online advertising channels. Viewers get a firsthand look at what IP-SUISSE farms are doing to preserve biodiversity. Each scene highlights how important this diversity is for the ecosystem and how it is protected and promoted through sustainable farming practices on IP-SUISSE farms.

Person in charge at IP-SUISSE: Marcel Schenk (Marketing), Andreas Stalder (President); IP-SUISSE Integrated Communications Consultant: Edgard Theiss (brenneisen theiss communications); Responsible at Denner: Lajos Vizner (Acting Head of Marketing Communications) Overall responsibility for conception, creation and realization: Rod Kommunikation; Film Production: Dynamic Frame, Director: Jones, Cinematographer: Filip Zumbrunn, Executive Producer: Luzius Fischer, Producer: Theresa Berres, Post-Production Producers: Zoé Buess, Noa Röthlisberger, Editor: Jonas Ulrich, Color Grading: Simon Hardegger, Sound Design: Stereotyp; DTP: Detail AG.

As we all know, we do everything for our pets. But not only them, but also other animals deserve our respect. Rod Kommunikation lovingly continues this idea in the new TV spot for IP-Suisse and Denner. It shows that, thanks to Denner and IP-Suisse, other animals can also be treated with respect. The spot features a man who is not cuddling his dog and throwing a stick - but a cow.

The film on animal welfare is the latest product of the now multi-year collaboration between IP-Suisse, Denner and Rod Kommunikation, which won out in a pitch against three other agencies.

The spot is now available on TV, online and in cinemas.

Responsible at IP-Suisse: Marcel Schenk (Marketing), Andreas Stalder (President). Consulting overall communication IP-Suisse: Brenneisen theiss communications, Edgard Theiss. Responsible at Denner: Rémy Müller (Head of Marketing Communications & E-Commerce), Pascal Trütsch (Deputy Head of Marketing Communications). Overall responsibility conception, creation & realization: Rod Communication. Film production: Markenfilm Schweiz AG, Directed by: Andreas Bruns, Production: Florian Studer. CGI & Music: Postoffice Amsterdam. Photography: Jonathan Heyer. Lithography: Detail AG.