“Stubborn with passion!” has been the motto since the brand relaunch successful claim of the dairy farmers. We have now shown exactly how stubbornly the Schrozberg dairy farmers live out their passion on the farms with the further development of the communication concept on the microsite www.aus-leidenschaft-stur.de microsite.
In doing so, the Schrozberg dairy farmers are deliberately taking a closer look: The aim of the concept is to show transparency to the end consumer and thereby further strengthen trust in the special Demeter products. To obtain the exact figures, the Schrozberg dairy farmers conducted a survey of all 105 dairy farmers in 2020.
The communication concept focuses on the special individual measures taken by the Schrozberg dairy farmers, such as not removing horns: “We are stubborn when it comes to horns: 105 of us keep horned cows.” With the headline mechanics we developed, which ties in with the claim, each Schrozberger Milchbauern topic is communicated individually. The measures for the welfare of animals and nature, such as species-appropriate husbandry, milk quality and the preservation of biodiversity, have thus been given a clear structure and the space they deserve. All photo material was created by our Viscom photo studio. The authentic and emotional motifs invite you to click on the drop-down menus, which provide further information quickly and easily.
We also designed accompanying advertising materials for the concept, such as advertisements for Schrot & Korn, posters and hand-outs for events on the farms. The concept was also adapted for the Schrozberg dairy farmers’ social media channels.
