Jung von Matt/Limmat and the evolution of a legend
Zweifel and Jung von Matt/Limmat are further developing the brand and communication of one of Switzerland's most popular cult brands in a close collaboration process. Over the next few months, a multichannel storytelling cosmos will be created around the Zweifel chips experts, which will lead the Swiss cult brand into an even more successful future.
Thanks to outstanding products and continuous brand management, the Zweifel brand has become one of the most popular Swiss brands - its communication is already a piece of Swiss advertising history. However, due to many new products and communication challenges, the previous creative thrust could no longer meet today's requirements. Therefore, the communication strategy was first sharpened in a collaborative process.
The chips experts: focus on the essentials
With the previous promise "We'll do anything for that", new evidence has been provided time and again over the years that Zweifel will do anything for the best chips. The task now was to focus more on the essentials again and to find a more comprehensive communicative bracket. The focus should be on what really counts for consumers: Expertise, Swiss quality and a unique passion for chips. This is summed up in the new claim: Zweifel - Die Chips-Experten. The brand promise is effective inside and outside the company and serves as a bracket for the Zweifel umbrella brand and all subbrands.
The new platform: chips are our passion
Since time immemorial, chips experts have done everything for the best chips. Why? Because chips are their passion. And it is precisely this idea that is at the heart of all communication. It's about conveying the special attitude that applies equally to all Zweifel employees: the distinct passion for chips. This is expressed in very different ways and is therefore the ideal basis for authentic storytelling across all channels.
One story, numerous products and channels
So the chips experts are now also at the center of communication. The likeable men and women in the orange overalls are the heroes of numerous stories set in the Zweifel universe. The special feature: For the first time ever, the chips experts have a voice. The question of what they talk about is almost self-answering. First and foremost, of course, about their shared passion: chips. In addition to TVC and OOH, the experts are also used at POS, at events, in numerous online advertising media, on Zweifel's website, and on social media. Various products from the Zweifel range will be advertised throughout the year. The campaign flight for the extra-crispy KEZZ kettle chips launched in mid-April will kick things off.
Responsible in case of doubt: Roger Harlacher (CEO), Christoph Zweifel (Director Marketing & Sales), Philip Honegger (Head of Marketing & Communications), Marc Brändli (Digital Marketing Manager), Pia Gaube (Media & Project Manager), Gina Chiellino (Marketing Coordinator). Responsible at Jung von Matt/Limmat: Sören Schröder (Creative Direction), Cla Campell (Text), Luca Schneider, Ian Musgrove (Art Direction), Anne Langer (Strategy), Marcel Walzl (Project Management), Cyrill Hauser (Chief Client Officer), Stefan Naef (Chief Consulting Officer). External partners: Pumpkin Film (film production), Sven Germann (photographer).
