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familia – real Swiss müesli
2014 anniversary campaign

Brand
familia. bio-familia AG, Sachseln
Task
Communication campaign: increase brand affinity and awareness. Knowledge objective «Swiss, healthy, proven». Gaining new customers.
Applications
Microsite, roadshows at trade fairs and shopping malls, on-pack fan-folds, image and product advertisements, radio sponsorship, special offer flyers, sponsorship (overall mandate).
bio-familia is the müesli pioneer from the heart of Switzerland, where the highest quality Birchermüesli and crunchy müesli have been produced to sell worldwide for more than five decades.

Appearances at trade fairs and outdoor promotions in supermarkets during the anniversary year increase awareness and competence, creating an affinity with the traditional brand and bringing it to life.

After a successful pitch presentation, ECHT was appointed the lead agency to design and implement the entire anniversary campaign. The centre of the campaign is represented by the anniversary microsite. A photo and voting competition encourages involvement with attractive instant and monthly prizes. At the end of the campaign the main winner will be chosen as the advertising subject for 2015.
It is possible to participate via the microsite, a teaser on-pack fan-fold and via the roadshow, which is touring through Switzerland at trade fairs and in shopping malls for many months. The enthusiastic audience treats itself to a break on the white, apple-shaped bench in front of the backdrop of Sachseln – delicious müesli tastings, free photos and competition entries included.
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