Jung von Matt/Limmat creates packaging design for protein-rich Bündnerfleisch
40 percent protein, only 4 percent fat. These properties make Original Bündnerfleisch the finest source of energy. That's why the Association of Bündner Fleischfabrikanten VBF is launching "Energie vom Feinsten" - three limited edition special packs of dried meat in the look of three lifestyle sports.
Bündnerfleisch is a popular fine Swiss delicacy from the Grisons mountains, which is still produced today according to a recipe dating back to the 18th century. But only very few people know about it: Bündnerfleisch is also a natural, healthy and high-quality source of energy. "With 40 percent protein and only 4 percent fat, Bündnerfleisch is an energy food par excellence," explains Andrea Mani, President of the Bündner Fleischfabrikanten VBF association. This makes Bündnerfleisch richer in protein than many a protein shake from the gym.
The current Bündnerfleisch campaign "Energie vom Feinsten" ("Energy at its best") picks up on this fact and focuses on the product with a younger target group that leads an active and healthy lifestyle. At the center of the campaign are three different design packs. The anatomical illustrations of three athletes from the disciplines of running, yoga and workout have been laser-engraved onto their covers with the utmost precision. Behind them is the pack of Original Bündnerfleisch. The finely sliced meat slices with their grain represent the muscles of the athletes and illustrate to the consumer the direct transformation of Bündnerfleisch into muscle.
The finest energy doesn't come for free
Only the best cuts of beef are used for the Original Bündnerfleisch. This is why these limited special editions are not available in shops, but only as a reward for physical activity. With a social media campaign, three films and a web platform, the VBF is calling on the young community to get active and prove themselves.
At Buendnerfleisch.swiss Bündnerfleisch fans can take part in three sporting challenges via their smartphone browser to win one of the coveted "Workout", "Running" or "Yoga" packages in a humorous way. The aim is either to perform 20 shoulder presses, sprint at 15 km/h or hum "Ommm" into the smartphone microphone for 12 seconds. The cell phone measures whether the challenge has been mastered. Only those who have successfully contributed their energy can order a free special pack of Bündnerfleisch to take home.
Responsible at the Verband Bündner Fleischfabrikanten VBF: Andrea Mani (President). Responsible at Graubünden Ferien: Clemens Bartlome (Head of Product & Experience Marketing), Marc Held (Project Manager Enavant Grischun), Roland Signer (Corporate Communication). Responsible at Jung von Matt/Limmat: Adrian Merz (Creative Direction), Maren Beck (Text), Lukas Frischknecht, Lukas Wietlisbach (Art Direction), Emmanuel Denier (Screen Design), Michel Nellen (Consulting & Media Relations), Marie Vuilleumier, Yves Burgener (Consulting), Adrian Siulik, Magdalena Lewandowska (front-end development), Piotr Kamiński (back-end development), Marcin Gregorczyk (digital project management), Christian Koop (technical management), Amina Elmallawany, Fabrizio Rutishauser, Pepe Kägi (DTP), Dennis Lück (Chief Creative Officer). External partners: Futurelite (film), Jingle Jungle (sound).
