Bio Suisse is a Swiss organic label. For a product and a farm to receive a Bio Suisse certification, or "Bio Bud" in short, the entire value chain must comply with the strict Bio Suisse guidelines. For example, the conversion from conventional to organic farming takes two years. This is the time the soil needs to rid itself of synthetic chemical pesticides. After all, healthy soil is a prerequisite for healthy plants, healthy animals and consequently healthy food. In fact, the soil on Swiss organic farms is so clean that you can eat the vegetables that grow in and on it straight from the ground, unwashed. The briefing was to show the Swiss how clean Swiss organic soil is with an eye-catching idea.

The idea was to translate the fact that Swiss organic soil is so clean that you can eat directly from it into a striking idea. If you can theoretically eat from the soil already, we wanted people to actually eat from the soil. But sitting at the table. «Earthware» was born – the first set of plates made from real Swiss organic soil.

The strategy was to use a response-driven online campaign, which was distributed in display banners, on paid social media ads and on YouTube, to get the target group to click on the call-to-action and then take part in the promotion. The call-to-action was clearly understandable: participate and win.

At Bio Suisse, the target group is the person who does the shopping at home: On average, in Switzerland these are women between 30 and 59 years old.

To make the «Earthware»-Sets, the best organic soil was lifted from the vegetable field of the organic farm "Katzhof" near Lucerne and transported to the studio of ceramic artist Sabine Dambach. Here, the organic soil was dried, crushed, finely ground and finally shaped with water. After another drying phase, the plates were fired at 1235 degrees celsius and then glazed with natural colours. At the very end, each plate received the coveted bud emblem - a world first.

The artist had to try out a lot regarding the ratio of water and earth, many test plates later fell apart until the right ratio was found.

With her team, the artist first made 1000 sets. But because the plates were so popular, the scale was increased to 5000.

An «Earthware»-Set could only be won through an online promotion. This led to a tripling of website visits. The artist gained awareness through the campaign. But above all, Bio Suisse was able to show Switzerland how clean Swiss organic soil is. And the lucky winners can now eat directly from the ground.