Leo Burnett Switzerland: Emmental Eidgenoss launched
In 2013, the Swiss Federal Wrestling and Alpine Festival will take place in Burgdorf, the home of Emmentaler. For this reason, Leo Burnett and Emmentaler Switzerland are dedicating a very special cheese to the Schwingen: the Emmentaler Eidgenoss.
According to the press release, this name is no coincidence, as the most successful wrestlers (= wreath winners) at the Federal Wrestling Festival can proudly call themselves "Eidgenoss". The cheese makers are also proud of their product. Because the Eidgenoss is made by hand with a linen cloth, as in the past, and has a particularly earthy and strong taste. And that's how it looks, too.
For the loaf label, in fact, the Swiss artist Thomas Ott has made a special design. It consists of nine illustrations that Ott created in hours of handwork using the mezzotint technique. The illustrations show the eight main swings and probably the most important gesture of the sport: the handshake before the fight as a sign of respect and fairness.
The Eidgenoss is advertised in ads and on TV with the two top wrestlers Matthias Sempach and Kilian Wenger lifting the 90 kg loaf together. The Eidgenoss is sold in the cheese counters and self-service shelves in Migros as well as in the two producing cheese dairies in Affoltern and Uettligen.
Responsible at Emmentaler Switzerland: Franziska Borer (Management), Sandra Fahrni (Marketing/Communications Switzerland). Responsible at Leo Burnett Switzerland: Niels Schäfer (Art Direction), Simon Smit (Text), Simon Staub (Creative Director), Peter Brönnimann (Executive Creative Director), Rolf Zimmermann (Strategy), Ivana Giannakis, Tobias Schoen, (Consulting), Suzana Kovacevic (Art Buying); Noë Flum (Photography); Plan B (Film Production); Thomas Ott (Illustration).
