People, products and stories are behind the food and specialties from Baden-Württemberg – they are an expression of tradition, quality and regional solidarity. It is precisely these values that the regional MBW campaign “Natürlich. VON DAHEIM” campaign, which we developed in close cooperation with the Ministry for Rural Areas and Consumer Protection and MBW.
The campaign makes the regional origin of the products tangible and raises awareness of sustainable, artisanal and responsible agriculture. Because behind every product from the “Ländle” is passion, hard work and a genuine appreciation for regional food.
With emotional stories, authentic insights into production and a direct link to the people behind the products, the campaign shows that regionality is not just a trend, but a philosophy that is put into practice. Whether at weekly markets, farm stores or supermarkets – the “Natürlich. VON DAHEIM” label helps consumers to make conscious purchasing decisions and support the regional economy.
Accompanied by cross-media measures such as social media, online marketing, print advertisements and PoS campaigns, the campaign ensures strong visibility and an emotional appeal. This promotes appreciation for local food and raises consumer awareness of the importance of sustainable, regional food production.
The campaign’s leitmotif focuses authentically and impressively on food from Baden-Württemberg – from its origin to its processing to the finished specialty. It shows how high-quality products are created directly from the region and what value they have for the people and culture of the state.
In addition, other motifs present the people behind the products – the dedicated farmers, producers and craftspeople who ensure quality and sustainability with passion, care and regional expertise. These personal insights give the campaign a special closeness and make regionality tangible.
Special attention is paid to the protected originals from Baden-Württemberg, such as Black Forest ham or traditional spaetzle, which have been recognized for their origin and high quality. These specialties are combined in the campaign motifs with winged words, quotes, tips worth knowing and recipes typical of the region. This not only emphasizes the uniqueness of the products, but also brings their culinary diversity to life.
By combining appealing imagery, authentic stories and informative elements, the campaign becomes a lively ambassador for Baden-Württemberg’s regional food culture and encourages people to enjoy and appreciate local products more consciously.
As part of the campaign, advertising and poster motifs, equipment for events and various give-aways were developed. We have also further developed an app that can be used to find farm stores in the region, among other things. We have been working for Marketinggesellschaft Baden-Württemberg (MBW) since 1991. More about our customer here. You can discover more of our projects here.
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