CONSORZIO SVIZZERO EMMENTALER:
Concept, Brand visibility
Background: Emmenthaler cheese is one of the best-known Swiss brands in the world, undoubtedly the most famous in the food field together with Lindt. These are two national jewels that express the highest quality image of the country. As often happens for the big brands, much attention is paid to the ability always to transmit originality with respect to the competition.
Objective: To create an on and off peak campaign able to communicate and recall the unique, distinctive values of the brand.
The project: The most delicate moment is surely comparison in the display, in particular in the refrigerated delicatessen counter. The packaging actually leaves very little room for intervention because the supermarket already applies its adhesive price label. Reflecting on the value and the characteristic features, we realised that the strongest one is undoubtedly the famous “hole”. We changed our perspective, to see this distinctive feature not as the absence of something, but as something recalling the uniqueness of the product, an element that in reality already contains all the values within itself, not only of the product but also of the National Vision. And so the “C’è la Svizzera dentro” (Switzerland inside) campaign was born, which as its first output saw the creation of the label to apply to the packaging: a transparent label simulating the famous “hole” of the cheese, but with the Swiss flag projecting from it, bearing all the values that people associate with that country.
