Compresso strengthens Hirz Regio with innovative multi-channel campaign

Hirz Regio stands for regionality and sustainability. To get this message across to the Swiss yoghurt community, Compresso developed a multi-stage campaign under the motto "Eat something good - do something good". The focus is on three charitable projects in three Swiss regions that supply fruit for Hirz Regio yogurts. Consumers can now support these projects with the Hirz Regio-Taler - an on-pack sticker in the form of a taler containing a unique code. By entering the Taler code on the microsite Hirz.ch/regio consumers donate their Hirz Regio-Taler to a project of their choice.

Progress bars show the success of the crowdfunding, i.e. how many donations have already been generated. Depending on the number of talers donated, Hirz will support the individual projects with up to CHF 10,000 each. In addition, donors can take part in a competition to win authentic regional tavolatas from farmers and countrywomen.

Multi-channel campaign with clear measurability

The campaign is designed in such a way that it can be used and clearly measured in different phases throughout the 2018 campaign year. The on-pack stickers and the microsite for redeeming the Hirz Regio-Taler form the centerpiece, with social media posts and ads, project information and crowdfunding updates as well as PR, POS and traditional advertising activities such as media releases and advertisements in the newspapers of major distributors serving as feeders and amplifiers. Fridolin Stauffacher, responsible for the campaign at Compresso, explains: "We are giving consumers the opportunity to participate in Hirz's regional commitment, thereby achieving a high level of involvement and strong identification with the brand. We have clearly measurable KPIs at all touch points, such as the number of redeemed Taler codes, views, click-through rates and likes."

Three projects in the cantons of Zug, Lucerne and Valais

As part of the "Eat something good - do something good" campaign, Hirz is supporting three projects that fit perfectly with Hirz Regio's philosophy. In the canton of Zug, IG Zuger Chriesi, founded in 2008, has set itself the goal of planting 1,000 new cherry trees and making the cherry a symbol of the region once again. In the canton of Lucerne, the SAC "Pilatus" section is benefiting from donations and wants to use them to renovate its Hüfi hut. The third project comes from the canton of Valais, where a play area for the youngest children is being built in the Valais mountain village of Grengiols.

Responsible at Lactalis Nestlé Fresh Products Switzerland: Eveline Kaufmann (Brand Manager Hirz). Responsible at Compresso: Fridolin Stauffacher and Suzanne Nievergelt (overall management), Oliver Glutz von Blotzheim and Angelo Mabellini (conception), Luisa Weidmann and Jamilla Allaoui (consulting/project management), Nadine Caldarella (social media), Gianluca Leone (programming), Stefanie Kraxner-Langhart (public relations), Sean Dünki (creation).