ProSpecieRara and Valencia launch seasonal charm offensive
The ProSpecieRara Foundation sends its fruit and vegetable varieties in search of the really big love. The Valencia Group was allowed to play Cupid and design and implement the multi-year campaign.
Every season has its culinary highlights. And there are many of them at ProSpecieRara, the foundation for the preservation of the diversity of traditional breeds and varieties: sweet or sour, light or hearty, plain or flashy - there is something for every taste.
The agency's task was to publicize the year-round diversity of varieties and awaken the desire to try them out. Epicureans and their perfect culinary counterpart find each other through "seasonal favorites," a kind of partner exchange.
The multichannel campaign was developed from scratch by Valencia. From idea development to conception and production of 14 different subjects to implementation on online and offline channels. The comprehensive overall package includes posters, POS advertising materials, social media content and a giveaway in the form of a seasonal poster. The landing page for the campaign was implemented by Valencia's subsidiary Cab Services.
The "Seasonal Favorites" campaign is supported by the Coop Fund for Sustainability and can be seen at Coop and on all ProSpecieRara channels until the end of 2021.
Responsible at ProSpecieRara: Béla Bartha (Managing Director); Anna Kornicker (Head of Communications); Nicole Egloff (PR and Social Media); Sava Buncic (Fundraising); Gertrud Burger (Head of Plants); Philipp Holzherr (Head of Garden and Field Plants). Responsible at Valencia Communication: Tommy Schilling (Chief Creative Officer); Nadine Gschwend (Art Director); Katrin Deubelbeiss (Junior Art Director); Sebastian Refardt (Senior Copywriter); Julia Bommersheim (Junior Copywriter); Yves Bucher, Anke Wehner, Niklas Dunke (Polygraphers); Mirjam Müller (Consultant); Jasmin Marty (Junior Consultant). Photography: Ralph Lehner. Styling: Christian Splettstösser. Image Editing/Retouching: Lily Metzker (Wombat Studios). Illustrations: Ateliers Eveline Meier Illustration.
