Wächter courts veggie fans for Orior

Wächter & Wächter promotes vegetarian food for Nature Gourmet, a Swiss label from Orior, the leading supplier for premium food from Switzerland.

The new campaign for the Swiss label Nature Gourmet promotes vegetarian food without a moralizing undertone and sets the mood for high-quality vegetarian convenience food.

In the course of a re-positioning process for the German and international market our agency has developed a completely new brand appearance as well as an integrated communication campaign. The target group consists essentially of part-time vegetarians or flexitarians, who want to eat a vegetarian diet from time to time without giving up their beloved meaty taste completely.

Out team in Munich repositioned the strategy of the label on the German market, redesigned the logo and adapted the packaging design for the complete range of goods. The new packaging are now commercially available (including Hit, Rewe, Edeka) and simultaneously the new website naturegourmet.eu is online. On the website you will find explanations to the concept of "meat-like" food based on vegetables, wheat and soya, recipes and nutrition tips and a presentation of the complete range of products.
Currently there are offered not less than 20 different meals, from vegetarian sausages over Cordon Bleu up to Potatoe-Vegetable-Medaillons.
In autumn starts a broad-based final consumer campaign, which is supported by PR activities, national tasting events and campaigns at the POS. Its focus is on print motives, which present the ideas of the label humorously showing animals like chickens or piglets formed of grain.

Unusual key visuals create sympathy and attention for Nature Gourmet.

The special look communicates "meat-like" and vegetarian in one picture. The print motives are used in print publications, on the website and in the communication with the retail trade. In 2014 there is also a rollout of all measures provided.