Gourmet Without the Frills

The Lucerne-based agency created a poster campaign for the raclette brand Mazot, providing recipe inspiration.

Cremo, the second-largest dairy processor in the country, had already relied on the Lucerne branding and design agency Collective for its rebranding earlier this year. Now also for the repositioning and relaunch of the raclette label Mazot: together, a brand identity was created and a poster campaign launched to inspire Switzerland with new raclette creations. At the heart of the new brand is the decision to dare something unusual, according to a press release.

“We don’t just want to be one of the countless conservative, always-the-same raclette brands. Mazot really has something special to offer sensorially, and that should be felt in the marketing,” says Erich Kienle, Director of Marketing at Cremo.

Mazot will now present a culinary, rustic brand world centered around the statement “Gourmet Without the Frills.” “The case excellently shows that even something as mundane as raclette has the potential for an exciting poster idea. Each poster subject shows a different recipe, so ideally on your way home, you see five different creative raclette recipes,” says Lars Kienle, Creative Director at Collective.

According to the press release, Collective repeatedly sets itself the goal of putting consumer needs at the center. In this case: “What can the Mazot poster do for you?” – “Our answer is simple: Mazot inspires you to get more out of this great, traditional dish, creating a small but distinctive added value,” says Joël Wyss, lead on the conception of the poster campaign. (pd/cbe)

This article was published on persoenlich.com on November 11, 2022.

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