Support since 2015 by:
Distribution area of the campaign: Upper Austria
Initial situation
For over 10 years, Genussland Oberösterreich has stood for more regionality, quality and domestic added value. This successful initiative of the Province of Upper Austria – under its patron Agriculture Provincial Councilor Max Hiegelsberger – networks farm producers, commercial food producers, tourism and gastronomy with the aim of satisfying consumers’ need for regionality and authenticity.
Strategy
With the new communications presence, REICHLUNDPARTNER gave the Genussland Oberösterreich brand an independent face – and thus fulfilled one of the core tasks from the campaign briefing. The goals: Increasing awareness, emotionally charging the brand, and creating an independent presence with high recognition value among all 1,000 Genussland partners.
Implementation
The focus of the new campaign is on the one hand on the pleasure itself, staged by black-and-white close-ups of people enjoying themselves. On the other hand, of course, on the Genussland products that the country produces. All in all, a coherent overall appearance that perfectly combines “pleasure” and “country” and, together with the carefully adapted Genussland logo, clearly communicates: Upper Austria proves taste!