Brand Ambassador for Switzerland

The smart food brand yfood is expanding its presence in Switzerland and focusing on local relevance: The company—which, according to its own statements, is the market leader in the smart food sector in Europe—has signed Luca Hänni, one of Switzerland’s best-known artists, as its brand ambassador. The campaign featuring yfood and Luca Hänni is set to run nationwide in Switzerland via Meta, YouTube, and out-of-home placements—both digitally and on billboards in public spaces.

The collaboration is part of a broader strategy through which yfood aims not only to increase brand awareness but also to make this still-emerging product category more understandable and relevant. According to the press release, “Smart Food” stands for simple, balanced nutrition in everyday life—as an alternative for situations where there is no time or no fresh food available.

Authenticity Instead of High-Gloss Staging

Yfood has deliberately chosen Luca Hänni—a figure who moves seamlessly between the stage, the studio, travel, training, and family life—and thus embodies precisely those everyday situations in which the brand aims to demonstrate its relevance. According to the press release, the campaign is not a traditional brand collaboration, but rather a partnership that arose from a genuine “moment of need.”.

Luca Hänni himself describes the collaboration this way: «My days rarely follow the same routine—the studio, on the go, appointments, and often straight on to the next thing. And that’s exactly when you quickly find yourself snacking on something unhealthy. For me, yfood is like a bodyguard in moments like these: it’s hassle-free, tastes good, and I just know I’m taken care of afterward.»

At the heart of the Swiss campaign is a humorous AI clip that shows Luca Hänni in his element—until an oversized sandwich tries to tempt him. The format is designed to show that when everyday life gets in the way, yfood is the better choice. The content is primarily distributed digitally and supplemented by out-of-home initiatives.

Category Marketing as a Strategic Lever

For yfood, this is about more than just reach. As the market leader in the smart food sector, the company is making targeted investments in category marketing—with the goal of helping consumers understand when and why they should choose a product, thereby establishing a new usage scenario in everyday life. According to the press release, the campaign therefore not only benefits the brand but also enhances understanding of the entire product category.

Yfood products follow the so-called «Complete Nutrition» approach: they are designed to contain all the essential micronutrients and macronutrients the body needs. Currently, the products are available for order in more than 30 European markets and are stocked at 50,000 points of sale in 20 countries.

Local Faces for the DACH Region

The collaboration with Luca Hänni is part of a cross-border brand strategy. Throughout the DACH region, yfood is partnering with locally relevant personalities: Melissa Naschenweng in Austria, Sophia Thomalla in Germany, and now Luca Hänni in Switzerland. According to the press release, this approach combines scalability with cultural relevance—a crucial factor for credible brand communication in fragmented markets.

Contact at yfood: Benjamin Kremer (founder), Noel Bollmann (founder). Media Contact: Christina Bork, Contcept Communication.