Franz & René with Sel des Alpes in Milan

The aim is to strengthen the presence of the brand in Milano as well as to honor the commitment of this communication in Switzerland. In the Salt Tower, one of the four towers of the Swiss Pavilion, visitors can discover small, novel salt shakers specially designed by Franz & René for Milano 2015. In the shape of a cube, keeping the balance on one side, these salt shakers bear the note: "It's all about balance".

To underline the responsibility for food, one of the main themes of Milano 2015, Franz & René developed the concept of balance, an essential meaning of the brand in terms of resources, environment and food. The concept "It's all about balance" is expressed in many facets, on the giant cube unveiled during the press conference, on the small salt shakers distributed in the salt tower in Milano and on the informative Z-Card.

Launch of the social networks and the new website

Several actions have been thought and set up by Franz & René to enhance the partnership (of the Swiss Pavilion) in Switzerland. First of all, there is an active presence on social networks with Sophie, the blog Trotter, who will roam around Milano for the entire duration of the Expo: the best restaurants in Milano, hand-signed recipes, practical itineraries and reports directly from the Swiss Pavilion are just a first taste that will appear in the near future on the social networks of Sel des Alpes.

Furthermore, in partnership with the company Liip, which was in charge of the entire conception and programming of the website, Franz & René developed the entire imagery of the new website of the brand Seldesaples.ch. A responsive website, modern and welcoming, which shows the different competences of the company, also includes a blog where, among other things, you can follow the reports of Sophie, the blog Trotterin.

To round off the measures, a series of articles and a competition to win weekends and admissions to the Expo are the subject of the digital campaign together with the websites 20Minutes and Aufeminin.com / Gofeminin.de.

Responsible at Saline de Bex: Julien Hoefliger (Director), Annick Foretay (Director Marketing), Sara Zbinden (Product Manager). Responsible at Franz & René: Strategic Direction: Valérie Pecalvel (Strategic Direction); Luciano Gerber (Client Service Direction); Vincent Eichenberger (Campaign Manager); Yoann Cosson (Concept); Marco De Albuquerque, Michel Kissling (Art Direction); Barbara Müller/Sven Jungo/Gianluca Terzini (Graphic Design & Screen Design). Website, Development & Programming: Liip Agile Web Development. Videos Blogtrotter Production : Freestudios, Genève / Websemplicissimo, Milano. Packshots: La Manufacture, Olivier Pasqual. Social media: Mondays.ch, Vincent Bifrare. PR: YJOO Communications, Lausanne/ZH, Daniel Herrera et Mehregan Joseph.