News//Budgets
From “Bedasüu” (parsley, colloquial) to “Zwiefl” (onion, colloquial): DEMNER, MERLICEK & BERGMANN for “That’s where I’m from”.
The agency based in Leharstreet stages a campaign for new, outspokenly regional fruit- and vegetable brand of REWE International Corp.
Billa, Merkur and Adeg sell a lot of regional fruits and vegetables which grow at local farmers, are harvested with much love and packaged very thoughtfully – namely Zwiefl (onion), Opfl (apple), Plutzer (XXX), Easchtepfi (potato) and many more from the various regions throughout Austria.
This regional origin and its unique character of the products are being highlighted by the campaign from D,M&B in a humorous way. Harry Bergmann: “Regionalism is not just a geographical term, but rather the expression of emotional proximity and identity. What could convey that better than the language, the dialect?”
This Austrian-wide campaign starts September 28th with a teaser-ad on the front page of Krone newspaper. Afterwards, Radi (radish), Bedasüu (parsley) and Co. can be seen in a large-scale advertising poster campaign. Numerous radio spots will round it off.
Consumers can get further information on the numerous products and the regions they come from at the new website dakommichher.at (that’s where I’m from).