The challenge was to enthuse a hard to crack target group for a “boring” and very traditional product: Grison meat. In order to reach this, everything had to be questioned, from how the packaging looks like, how we speak to a younger target group to how this target group can be activated.

An wonderful insight was the solution as well as the base for the entire campaign: Grison meat has more than 40% of high quality and all natural protein. Hence, its quality is superiror to all fitness and protein products. But no one knows about this fact. That`s why it served as springboard for the entire campaign. The insight led to the new packaging, the ecommerce approach, the mobile interaction with the target group and also to the success of the entire campaign.

The idea was to turn Grison meat into a fitness product. The first step was to develop a new packaging design concept, positioning Bündnerfleisch as an all-natural, high-quality source of protein. We created three special packages, and each cover had an anatomically accurate illus-tration of someone doing sports – either running, yoga, or strength training – accurately la-sered into it.

All 30.000 packages were sold out in just 24 hours.

Over 600,000 shoulder presses were done.

More than 7500 hours of “Ommm” were hummed.

And an amazing 4700 km were run within one day.

A second edition of packages is already being produced.

For our integrated campaign, we decided to make use of the little-known fact that Bündner-fleisch packs an incredible 40% protein and contains just 4% fat, making it an excellent source of energy that’s low in fat – and much better than any protein shake.