Karling awakens the hunter-gatherer in us for Minnig
To kick off the barbecue season, Karling has developed two new poster concepts for Metzgerei Minnig, which are intended to awaken the desire to barbecue and draw attention to the quality of the meat.
On the one hand, the agency has created a headline concept for the family-run butcher's shop that is intended to get to the heart of Minnig's strengths in a highly topical and pointed manner. At the same time, a mysterious poster campaign is running at selected train stations in German-speaking Switzerland to awaken the desire to grill. Without any words or logo, but with a QR code. The posters are intended to appeal to the primal instinct that is in all of us: a million years ago, humans discovered fire and started grilling meat. That is why the sight of fire and glowing coal exerts a magical attraction on us. This attraction is exploited to lure people to the barbecue webpage without words.
Responsible at Minnig: Karl Minnig, Nicolà Melcher. Responsible at Karling: Rolf Helfenstein, Daniel Serrano, Patrick Suter.
