SHARE A PIECE OF YOU.
A new international, modern marketing campaign from Emmentaler AOP for Switzerland, Italy, the UK, Germany, France, the Netherlands and the USA. Inviting us to share a small part of ourselves: the values that guide our actions, the things that really count, and the choices that define us. Including our choice of cheese.
SPOT TV
AUTHENTICITY, TRANSPARENCY
AND RESPECT. MILLENNIAL VALUES AND EMMENTALER VALUES.
Times change, but the values that have inspired Emmentaler AOP for centuries are more relevant than ever, and increasingly in line with the beliefs of modern consumers. Emmentaler AOP has produced its iconic cheese for over 700 years, remaining true to its tradition and never sacrificing quality to make a quick buck.
PRINT & OOH
The headlines for the poster and print media campaign take inspiration from statements that reflect the values shared by millennials and the brand.
RADIO
WAD, the renowned DJ from Radio Deejay, provides the voiceover for the TV campaign. He is very well known among millennials, giving even more credibility to the narration of the younger generations’ values. And he will also be lending his voice to the large-scale radio campaign, describing the concept of #shareapieceofyou.
SOCIAL
Millennials are a very heterogenous and varied group, so we chose to cluster our content around various microtargets, selected based on their characteristics and passions.
FOODIES
DIGITAL NOMADS
TRENDY
FAMILY
TRAVEL
HEALTHY
AIM
AWARENESS
Vertical content relating to six different clusters, to use as ‘stories in the dark’ to expand the campaign to the world of social media.
es. CLUSTER FOODIES
Copy: Following the latest trends is great, but there is just something special about things that have remained unchanged through the ages. Which do you think is more important, tradition or innovation?#sharepieceofyou
es. CLUSTER HEALTHY
Copy: We believe that the simple things in life are often the best. What is your secret to feeling better every day? #shareapieceofyou
AIM
ENGAGEMENT
A cluster post that poses a question relating to people’s interests and passions, giving them the opportunity to share a piece of themselves.
es. CLUSTER DIGITAL NOMADS
Copy: 🧀🇨🇭 Our perfect remote working spot has always been out in nature, surrounded by greenery. Tell us about your ideal workplace. #shareapieceofyou
es. CLUSTER FAMILY
Copy: 🧀🇨🇭 When it comes to our children’s snacks, and our cheese, ‘quality’ is always the magic word. What is important to you when feeding your kids? #shareapieceofyou
Once the relationship is in place, we start speaking their language.
es. CLUSTER FOODIES
Copy: 🧀🇨🇭 Legend has it that Michael, after 236 attempts, managed to set a new record for the highest-ever cheese tower: an impressive 89 cm! 🎖️ Let’s give him a clap in the comments below. Go! 👇 #shareapieceofyou
es. CLUSTER TRAVEL
Copy: 🧀🇨🇭 We all have a friend who just has to take a photo whenever they see a cow in a field. 🐄 📸 Tag them below without saying anything.👇#sharepieceofyou
AIM
CONSIDERATION
We highlight the values that underpin the quality of the cheese at each stage of production, focusing on the people responsible for each step.
Copy: 🧀🇨🇭 In an increasingly fast-paced world, Aline is the epitome of calm and determination, patiently mixing the milk until it curdles, just as her grandfather taught her. #shareapieceofyou
Copy: 🧀🇨🇭 Transparency is one of Aline’s key values. That’s why every wheel of Emmentaler has a code so its origins can be traced. #shareapieceofyou
TIK TOK & CREATORS
Share a piece of …
An ambassador for each cluster who will say something unexpected about themselves and their personal story, and then share a memory through a recipe.
With this campaign, which puts consumers right at its centre, Emmentaler AOP is moving towards a new era, in which its centuries-old values become more relevant than ever and acquire new strength in the hearts of the younger generations.
