Scatter plan: One is for or against Glarner Schabziger

The product has been dividing tastes for 558 years. Geska, the producer of the quintessentially spicy Glarus Schabzer, is now venturing out of the shadow of the Zigerschlitz and conquering Switzerland under its new managing director Reto Hiestand.

Streuplan is responsible for the new and bold campaign. "It was important to us to work with professionals who believe in the potential of the product and the value of the brand. Just like ourselves," Reto Hiestand explains the strategic reorientation.

Thomas Back, Managing Partner and Creative Director of Streuplan, explains: "I have rarely cared about a client as much as I do about Geska. Not only because Glarner Schabziger is the oldest brand in the world, but also because it captures the zeitgeist: lactose-free, high in protein, virtually fat-free and made exclusively from Glarner milk with a lot of handcrafting. And it polarizes as strongly as it smells."

"Yes, Glarner Schabziger polarizes like hardly any other product," Reto Hiestand is aware: "The aim of the campaign is therefore, on the one hand, to increase awareness of the entire Glarner Schabziger product range beyond existing circles of enthusiasts. On the other hand, the public should be encouraged to form their own opinion about the taste of Glarner Schabziger."

The new campaign is therefore based on the motto "Love it or leave it" and gives both the "lovers" and the "haters" a chance to have their say - accompanied by a wink and a generous dose of self-irony.

The campaign is currently running on posters, DOOH, social media and YouTube. Short videos show passers-by tasting Glarner Schabziger for the first time ever. This sometimes results in very funny scenes and facial expressions.

Whether this communication and charm offensive will actually achieve its intended goals remains to be seen. Thomas Back says succinctly: "The world belongs to the brave.