TBWA\Zurich for Coop: It has to be a lot of things.
When it comes to raclette and fondue, Coop has already been propagating for seven years: "Chli stinke muess es"! Now TBWA\Zurich is taking this insight one dimension further and elevating the claim to a philosophical stance in the current campaign with a wink.
In Switzerland, when enjoying fondue and raclette, it is clear to everyone that the smell is also part of the meal. Because the maxim "Chli stinke muess es" stands not only for the smell of hot cheese, but also for a typically Swiss way of thinking: good things should not just come easily to you, you have to earn them. Without a little suffering, there is no pleasure - and not just with fondue and raclette, but everywhere in life.
At the heart of the current campaign are two TV commercials that philosophize about the parallels between melted cheese and leisure activities. For example, "Chli stinke muess es" when fondue, "chli zieh ih de Bei" when hiking - otherwise neither culinary enjoyment nor summit book entry are honestly earned.
The expansion of the claim runs through all the advertising material in terms of content and language. "Stinke" is replaced by various other observations on raclette and fondue: "Chli passe muess es," "Chli brutzle muess es," "Chli Fäde zieh muess es," and many more. In addition, in ski resorts the reference to winter sports is made: "Chli ufwärts gah muess es" or "Chli freestyle si muess es".
The campaign can be seen and heard since Monday via OOH, DOOH, ads, radio, in-store radio, banners, social media, bumpers, POS and in Raclette and Fondue magazine.
Responsible at Coop: Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Simon Bohnenblust (Head of Advertising Sales Promotion/Promotions), Benjamin Reiss (Project Manager Advertising Promotions/Sales Promotion), Stephanie Stähli (Project Manager FOOBY), Florian Lanovic (Head of Social Media/ Online Campaigning), Annika Meier (Project Manager Social Media/ Online Campaining), Aliza Berndt (Project Manager Social Media), Simon Flatt (Head of Media), Karin Rieth (Head of Media Classic), Lukas Schmid (Project Manager Media). Responsible at TBWA\Zurich: Manuel Wenzel, Michael Kathe, Susanne Weeber, Martin Stulz, Hanning Beland, Severin Miskiewicz, Maude Mahrer, Nico Hedinger (creation), Verena Rainer, Esther Ortega, Ilenia Peluso (consulting), Carolina Alpiger (DTP), Domenico Catena, Karl Hofmann (ViDo Video). Responsible at Shining Film: Leonardo Sanfilippo (Executive Producer), Gabi Benz (Line Producer), Kay Kienzler (Director), Filip Zumbrunn (Cinematographer), rnfdesign (Production Design), Christoph Menzi (Editor), Simon Hardegger (Grading), UKO (Audio Film: Sound Design, Synch Languages & Mix). Responsible at Cover Media: Angelina Belintani (producer), Rainer Ammann, Stefan Sommerhalder (sound engineer/ voice recordings for radio and bumper ads). Responsible for TWmedia: Stephan Küng (Overall Responsibility), Manuela Brunner (Media Planning), Pearl Kathriner (Senior TV Planner), Damiano Vitali (Head of TV), Sven Däschner (Head of Online), Aaron Salzgeber, Miriam Küng (Digital Campaign Manager), Madeleine Huber-Tröndle (Online Media Planner). Responsible for Eg+: Sven Eliewsky (Head of Digital), Jörg Pfeifer (Developer). Photography: Stefan Schmidlin (photographer), Monika Hansen (food styling), Patrik Rohner (image editing).
