News//Press
DEMNER, MERLICEK & BERGMANN launch campaign for ‘Blooming Austria’
On May 22nd, 2016, the REWE group starts a wide-spread initiative with ‘Blooming Austria’, to save endangered butterflies. The accompanying campaign comes from DEMNER, MERLICEK & BERGMANN.
‘The diversity of butterflies is a key indicator of a healthy ecosystems. However, these highly specialized creatures – unlike honey bees – don’t have an organized lobby yet, which supports their issues, even though they are essential pollinators of plants. We want to see this campaign as a wake-up call for Austria – and simultaneously show what can be done. Therefore, we have designed the campaign with a broad spectrum in mind, to reach as many people as possible – of course this includes our customers – and to convince them to get active together’ explains Mag. Corinna Tinkler, Director of Corporate Communications at REWE International AG.
Hero of the latest TV-spot is a small, personified butterfly, who is on the lookout for a suitable home in dreary surroundings. Its endeavor initially appears in vain, but takes a turn for the better throughout the spot. The butterfly finds a species-rich flower meadow – something indispensable for its survival- and much to its joy, it also finds plenty of other butterfly friends.
‘The object of the campaign is to raise awareness for the topic on hand’, said Dr. Harry Bergmann. ‘Only by giving the butterfly back what it needs to survive can the country blossom now and in the future.’
The campaign can be seen throughout Austria on TV, in print and POS starting in May.