New information campaign for "Swiss meat
Polyconsult's new campaign again makes the case for meat from Switzerland.
In many respects, meat production in Switzerland is more sustainable than abroad. This is due on the one hand to stricter regulations and controls, but also to our natural conditions and not least to the producers themselves, who treat animals and the environment with respect.
There are many reasons that clearly speak for meat from domestic production, but only a few consumers are really aware of them, as an independent study with over 800 respondents has shown. In view of this state of affairs, Proviande has carried out a strategic realignment for its "Swiss Meat" brand and is now present with a broad-based information campaign.
"The new campaign provides transparent facts so that Mr. and Mrs. Swiss make a conscious decision in favor of local meat," says Marcel Portmann, Head of GB Marketing & Communication at Proviande.
Under the new claim "Swiss meat - the fine difference." the Berne-based communications agency Polyconsult has developed a multifaceted campaign with two TV spots, 9 ad subjects and accompanying online measures.
While the ads convey rational arguments for "Swiss meat" in an entertaining and concise way, the spots focus on the meat producers. The authentic portraits of Sandra Flückiger, a cattle breeder from Utzigen, and Cédric Junot, a butcher from La Neuveville, show how respectful, sustainable and quality-conscious meat is produced in this country.
All communication measures lead to the campaign website der-feine-unterschied.ch, where all facts and further information can be found in an easily digestible form.
https://www.youtube.com/watch?v=UrXhMZueLVw
https://www.youtube.com/watch?v=QJARlXHsWNw
Responsible at Proviande: Marcel Portmann (Head of GB Marketing & Communications). Responsible at Polyconsult: Mike Brodbeck (overall responsibility); Roger Ghezzi and Silvio Truffer (creative direction/conception); Petra Brönnimann (art direction/conception); Helene Zenhäusern (text); Doro Beck and Laura Marti (consulting). Film production: Shining Pictures; Caroline Braun and Stefan Bircher, producers; Alex Biondi, production manager; Marco Lutz, director; Roland Schmid, camera. Photography: Jonathan Heyer. Media: AMS Media.
