annual report - Appenzeller® Käse

A N N UA L R E PORT
2014
TABLE OF CONTENTS
4
Editorial
6
Market development
9
Products and innovations
10 Production, sales and quality
12 Goldvreneli
14 Key figures
16 A glance at the brand
18 Marketing and communication
24 Organization
26 Management
The photos in the Annual Report come from Nicolas Senn’s series called “SENNtisblicke.”
They were all taken in 2014 for the Appenzeller 2015 photo calendar.
®
EDITORIAL
The shareholders of the Appenzeller cheese trade
­organization (Sortenorganisation) are confronted every
day with the task of reaching a sufficient level of earnings in Switzerland and abroad to provide them with an ­
appropriate profit after covering their operating and
capital costs, despite higher production costs at home.
This can be achieved only with a high-quality product,
which has always been the case with Appenzeller cheese.
®
The entire value-added chain of Appenzeller cheese is
®
based on its position as a guarantor of a traditional, spicy
and unmistakable product, satisfying the highest
consumer requirements. It ranges from the exemplary
animal husbandry, ethical feeding and hygienic milk
production, via commercial cheese production and storage
with a high level of expertise to shrewd, accommodating
and fair business practices.
It is the task of the trade organization to support its
­shareholders in their work. In addition to marketing
activities and a consistent policy of brand protection,
the trade organization considers quality assurance and a
guarantee of origin to be its main obligations, which it
has assumed successfully and is also prepared to assume
in the future. Our plans and activities are based on
this objective.
At the level of the office of Sortenorganisation Appenzeller
Käse GmbH this means optimally planning and con­
trolling the use of resources in favour of the shareholders
and our partners. This is a challenging task which in
the past has been solved by using various information
technology tools. The increasing complexity of the
regulatory requirements, marketing needs and manufacturing processes prompted a move to a new ERP
system. Its evaluation, planning and implementation
represented an enormous challenge to every employee
over many months. The fact that it was introduced
without any problems is a credit to our office staff.
It was a particular challenge for our brand to safeguard
management body. A vote of thanks needs to be given to
and expand our market presence abroad, initially in
the people leaving us and a friendly welcome is extended
the EU, where we sell more than half of our volume
to the newly elected members and we wish them every
of production. With the support of the Center for
success in their new positions.
Customer Insight at the University of St. Gallen and
the Contexta advertising agency, the organization and
Finally, I would like to thank all the members of the
management focused intently on optimizing the quality
organ­ization for the work they have carried out this year
of our products, reviewing the sales strategy and draw-
for Sortenorganisation Appenzeller Käse GmbH. Last
ing up innovative concepts.
but not least I would like to thank all those who have
shown commitment and have made a successful con-
A business is also an organism undergoing change. As a
tribution to maintaining and strengthening the mutual
result the trade organization itself is also subject to change,
trust and mutual appreciation amongst the groups of
including its staff from time to time.
shareholders.
David Vincze left the management team in September.
He had been particularly involved with promoting sales
during the two years he spent with Appenzeller cheese
®
and achieved excellent results. At this point I would like
to thank David Vincze for his work for the benefit of
the organization. Until a new Director is elected at the
Meeting of Shareholders in spring 2015, we are grateful to Monika Walser-Storchenegger for taking over the
interim management.
After the retirement of Josef Inauen and Hans Ruckstuhl
in 2013, two other long-standing members of the man­
agement team also departed during the year covered by
the report. This means that two of the founding members of the Sortenorganisation Appenzeller Käse GmbH,
namely Josef Hardegger and Heinz Güntensperger, have
left the management. Both were already members of
the previous market organization for Appenzeller cheese
®
and therefore provided their many years of experience
to Appenzeller cheese. The cheese side of the business is
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now being represented by Anton Schmutz, who works
for a major retailer in the sector. Jacques Gygax has been
elected to the management to represent the cheese­
makers. As the Director of Fromarte, he is able to bring
great expert knowledge from the cheese sector into our
CARLO SCHMID - SUTTER
Chairman of the Executive Management
5
MARKET DEVELOPMENT
From the perspective of market development, 2014 was
Sales in Germany, the most important export market for
characterized by the price increase, which Appenzeller
®
Appenzeller cheese, were characterized to a large extent
®
cheese was forced to implement in October 2013.
by the high shop sales prices. However, it became evident
­Despite this adjustment, it was possible to prevent our
that even breaching the price threshold of € 1.99 for
products being delisted, but sales declined slightly in
100 grams of cheese did not lead to a major collapse in
some markets compared with the previous year. This might
sales. After a slight decline in sales in the previous two
also have been because some foreign cheese producers
years, they rose slightly this year. This is only possible
reduced their prices in their European export markets.
for a strong brand with an attractive image, which is
popular with consumers. Fortunately it was possible to
In Switzerland small cheese types from home and abroad
maintain the high distribution level of 96 percent at
gained market shares. Imported products continue to
cheese counters.
remain very attractive in price terms and compete fiercely
with domestic products within the sector. Thanks to
In France the quality awareness of consumers is extremely
a targeted and consistent marketing strategy and high-
high. As long as quality is above average, French con-
quality standards it was possible for Appenzeller cheese
sumers are prepared to pay a higher price. The French are
to achieve a good result in the circumstances. Sales in
prepared to dig deep into their pockets for more mature
Switzerland fell only slightly and even rose a bit abroad.
cheese such as Appenzeller EXTR A in particular. This
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®
fact is also reflected in the internal statistics. Appenzeller
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Regional products also performed well in 2014 on the
E XTR A enjoys the highest proportion of sales of all
Swiss home market. Traceability and proximity to the
Appenzeller maturity levels. However, price acceptance
manufacturer are becoming increasingly important as
also has its limits and the high price therefore prevented
sales arguments for consumers. A wide range is also ap-
stronger growth in France.
®
preciated. These developments represent a good starting
point for smaller brands in particular so that they are
The idea that a brand can reduce its advertising expendi-
continually gaining market share. There will therefore
ture if it has a high level of awareness is mistaken. Current
remain fierce competition to divide up the cake that is
studies show that within the sector the expenditure on
expanding only slightly. This requires the continued full
marketing activities is increasing every year. Foreign brands
commitment of Appenzeller cheese. The marketing
in particular now invest more money in advertising than
®
activities of the last few years have once again paid off.
five years ago. Every fourth major decision-maker also in-
Despite fierce competition for shelf space, sales in
creased its share of the advertising budget. As two-thirds
Switzerland could almost be maintained at the level of
of all consumers make their purchasing decisions in front
the previous year.
of the shelves, Appenzeller cheese will also implement
®
targeted measures in the future to prompt consumers to
make a purchase at the point of sale – in addition to
campaigns that have broad coverage.
6
PRODUCTS AND
INNOVATIONS
Spicy national hero with a spare tyre
Bio Suisse (organic certification). There is also a visual
The Swiss summer of 2014 was hot only in the vicinity
difference: the green label on the wheel of cheese shows
of a barbecue. This was because Appenzeller cheese was
unmistakably that this speciality is of organic quality.
®
able to come up with a product innovation that had a
lot to offer: a cervelat sausage cut into two halves fi lled
Refined appearance for the cheese quiche mixture
with a piece of Appenzeller cheese and wrapped in a
As part of the image standardization at points of sale,
slice of bacon. Sales reached 16 tonnes alone during the
the spiciest cheese quiche mixture in Switzerland received
fi rst few weeks after the launch of the new product.
a makeover with black in the autumn. The color black
This corresponds to over 124,000 sausages and 1.8 tonnes
in no way symbolizes the color of mourning, but stands
of Appenzeller cheese.
for traditional, timeless values. This is completely in line
®
®
with Switzerland’s brand of cheese with the longest tradiAppenzeller ORGANIC SURCHOIX for the whole
tions. Black also contrasts superbly with the golden color-
of Switzerland
ed cheese quiche in the foreground. This combination
Test sales which had been running in some Migros
gives the impression of a particularly refined cheese – which
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branches since the autumn of 2013 showed an extremely
of course is the case for Appenzeller cheese.
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positive result for the new organic product Appenzeller
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ORGANIC SURCHOIX. In fact, they were so positive
Alpenzeller goes online
that the Migros cooperative decided to stock ORGANIC
Appenzeller cheese is a very exclusive delicacy, which
SURCHOIX throughout German-speaking Switzerland
is available only in selected cheese shops, namely only
as of autumn 2014.
in the Appenzellerland and in the well-known Berlin
®
®
department store KaDeWe. However, the exclusivity is
to the taste of gourmets throughout Switzerland, which
is why Appenzeller cheese has also been on offer in the
®
online shop since 2014. This has been a success: it is
already in the top five products in the shop.
Innovation secures the future
In collaboration with the University of St. Gallen (HSG),
in 2014 Appenzeller cheese developed an innovation
®
strategy for the next few years. This defined the sectors
in which innovation should take place. In addition,
processes, room for manoeuvre and targets were described
Appenzeller ORGANIC SURCHOIX is made fol-
and specified. The new organizational structure also
lowing the same process as the other types and is treated
makes it possible to strengthen the brand in the future
with the herbal brine during the maturing stage which
and safeguard growth and its continued existence.
lasts from four to five months. In terms of taste, it cor-
Naturally, the precise strategy is just as strictly confi-
responds to Appenzeller SURCHOIX because of the
dential as the recipe for the herbal brine.
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period for which it is stored. There is the subtle difference
that it is produced using milk from farms certified by
9
PRODUCTION, SALES
AND QUALITY
Production
With regard to exports, it was possible to exceed the
During the 2014 financial year a total of 9,028 tonnes
­results of last year. A total of 5,189 tonnes of Appenzeller
of full fat and ¼-fat Appenzeller cheese were produced.
cheese was exported, whereby the proportion in relation
Compared with the 9,224 tonnes of the previous year,
to total sales rose from 56.7 percent to 57.3 percent. After
this corresponds to a reduction of 2.1 percent. The level of
a decline last year, sales in the most important export
stocks of 2,404 tonnes is slightly lower than in the pre­
market of Germany increased again by 0.9 percent to
vious year when it stood at 2,429 tonnes. It was possible
4,110 tonnes. Sales remained at almost the same level
to maintain the volume of production of Appenzeller
in the second most important export market of France.
cheese in November, whilst it had to be restricted during
Despite the continuation of tough market conditions
the other months by 5 and 10 percent respectively.
owing to the price rise and the difficult currency situation,
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sales rose slightly to 592 tonnes. According to the TSM
Stocks are at an optimum level if all the different degrees
reports, sales to the rest of Europe were slightly above those
of maturity are ideally in line with customer requirements
of the previous year. On the other hand there was a
throughout the year. This year on 31. 10. 2014 stocks of
minor decline in the category of the other countries.
all Appenzeller cheese were 25 tonnes lower than the
®
previous year and totalled 2,404 tonnes. This meant
Quality
that the measures carried out to limit production were
At the time of the cheese “taxation,” Ia Appenzeller cheese
extremely effective.
accounted for 98.37 percent of total volume – a very
®
good result. Such a high value is only possible through
Sales
the extremely high commitment of all the milk pro­
Domestic sales remained almost unchanged in 2014.
ducers involved as well as the cheesemakers and merchants.
The decline is merely 63 tonnes or 1.6 percent. Owing
In 2014 the master cheesemaker Peter Steiner also
to the rising number of imported products and fierce
achieved an excellent result: the independent “taxation”
competition within the category of sliced cheese, this
committee assessed his cheese over the year to be at 20,
result is something to be proud of. In order to be able
the maximum number of points.
to defend this market position in the future, the focus
10
continues to be on targeted marketing activities in the
The proportion of IIa cheese stood at 147.4 tonnes,
domestic market.
which corresponds to 1.63 percent of total volume.
GOLDVRENELI
Just like every autumn over the last few years, the best
Honor for 20-point Goldvreneli winner
cheesemakers again received awards this year. Ten cheese-
This year special mention must be made of Peter Steiner,
makers with the highest quality level were awarded a
who achieved the maximum possible number of points,
Goldvreneli for their excellent work. Between May 2013
namely 20. Therefore many congratulations to Peter Steiner
and April 2014 ten cheesemakers again achieved record
as well as to the other nine Goldvreneli winners for the
results. The prize-winning wheels of cheese achieved values
high quality of their achievements.
of between 19.733 and an excellent 20 out of a possible
20 points.
Swiss Cheese Award
This year’s Swiss Cheese Award took place in Rapperswil.
Traditional Goldvreneli excursion
In the “Appenzeller cheese” category 24 cheesemakers
®
This year’s Goldvreneli excursion was bathed in a positive
were competing against each other. The winning cheese
light – the sun accompanied the excursion group during
comes from Niklaus Allenspach and Konrad Thalmann
the afternoon and evening, ensuring a cheerful atmosphere.
from Käserei Lenggenwil AG. In addition, the cheesemakers from positions two to six in the “Appenzeller
®
The highlight of the excursion was the visit to the Stadler
cheese” category were awarded the diploma of the Swiss
company in Bussnang. A tour of this kind is only given
Cheese Award: Roland Gemperle, Käserei Bettenau;
selectively to meet special requests. Participants were
Josef Hardegger, Hardegger Käse AG, Jonschwil; Godi
­enthusiastic about Stadler Rail and its innovative produc-
Thönen, Käserei Wängi; Albin Grätzer, Appenzeller
tion processes.
Milchspezialitäten AG, Schönengrund; Hans Eberle,
Käserei Muolen.
After this it was time to measure everyone’s strength,
not in stacking wheels of cheese, but on the go-cart track.
The Appenzeller cheese trade organization congratu-
The Goldvreneli cup was opened, adrenalin levels rose
lates the winners and thanks all the participants as well
from round to round and motivated some people to top
as their staff and families for the daily work carried out
performances. Subsequently the evening meal was
in the name of Appenzeller cheese.
served on the Ottenberg above Weinfelden. The evening
was rounded off in Restaurant Thurberg, embedded
picturesquely in vines and with an unbelievable view, by
the celebratory awarding of the Goldvreneli.
12
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AESCHBACHER
MARCEL
Käserei Gabris
9515 Hosenruck
AMACKER EMIL
Käserei Niederdorf
9200 Gossau
BISCHOF ERICH
Käserei Egg-Eggersriet
9034 Eggersriet
BUCHEGGER URS
Emmi Käse AG
Appenzeller Schaukäserei
9063 Stein
EBERLE NORBERT
Käserei Obersteinach
9323 Steinach
ENGELI ROMAN
c/o Josef Hardegger
Käserei Jonschwil
9243 Jonschwil
(for full fat and ¼-fat)
PFISTER ALOIS
Käserei Goldingen
8638 Goldingen
RUTZ ANDY
Käserei Studer AG
8580 Hefenhofen
STEINER PETER
Käserei Dorf
9103 Schwellbrunn
WERDER OTHMAR
c/o Traber Käse AG
Käserei Kirchberg
9533 Kirchberg SG
13
KEY FIGURES
2014 financial year
These production figures are based on data collected by SO Appenzeller Käse GmbH. The export figures were made
available by TSM Treuhand GmbH according to information from the Directorate General of Customs. They correspond
to the quantities which were exported to the respective country. However, because of the free traffic of goods inside the
EU this does not automatically mean that they were sold in the same country. The comparative period of November 1,
2013, until October 31, 2014, corresponds to the cheese volumes recorded in the reporting year.
9,053
9,028
9,224
9,067
8,825
8,802
9,102
8,900
9,398
10,000
9,162
PRODUCTION, STORAGE AND SALES DEVELOPMENT NOVEMBER TO OCTOBER IN TONNES
8,000
Volume of production
6,000
Sales abroad
5,189
5,140
5,278
4,000
5,738
5,612
Sales in Switzerland
Stocks on 30. 11.
(full fat, semi-fat and ¼-fat)
2010
2011
3,864
3,927
3,547
0
3,364
3,551
2,000
2012
2013
2014
CONCLUSION
The volume of production had to be reduced by a total of 2.1 percent. Stocks of 2,404 tonnes at the end of October
were slightly below the level of the previous year. Export sales were able to be increased again by 0.95 per cent, however
domestic sales declined by 1.6 percent.
SHARE OF SALES ACCORDING TO PRODUCTS / TYPES
ORGANIC: 1.5 %
SWITZERLAND
¼-FAT: 1.5 %
ORGANIC: 10.1 %
GERMANY
CLASSIC:
29.8 %
¼-FAT: 0.02 %
EXTRASPICY:
6.1 %
STRONGLY-SPICY:
15.1 %
EXTRA:
14.6 %
MILD:
77.3 %
SURCHOIX:
44 %
CONCLUSION
In Switzerland ORGANIC rose by 2.9 % following the introduction of ORGANIC SURCHOIX. In Germany the
trend towards spicier cheese continues; STRONGLY-SPICY as well as EXTR ASPICY are gaining market share.
14
SHARE OF SALES ACCORDING TO COUNTRY
7
5
3
SHARE OF SALES IN TONNES 2014
(NOVEMBER 2013 TO OCTOBER 2014)
1
2
3
4
5
6
7
8
3,864
4,110
592
101
285 *
38
43
20
Switzerland (–1.6 %)
Germany (0.9 %)
France (0.2 %)
Benelux (4.1 %)
Rest of Europe (2.9 %)
USA (–35.6 %)
Canada (95.5 %)
Other countries (–9.1 %)
4
6
8
2
1
9,053 TOTAL (–0.15 %)
* Great Britain 19 / Italy 1/ rest of Europe 265
CONCLUSION
In the main export market of Germany sales were able to be increased again despite price increases. Sales also went up
overall in the other EU countries.
PRODUCT DEVELOPMENT READY-MADE FONDUE (INDEXED)
CONCLUSION
140
127
120
The marketing measures continue
130
to show an effect: in 2014 sales of
119
113
100
ready-made fondue were able to be
increased by a further 2.36 percent.
100
80
2010
2011
2013
2012
2014
STOCKS FROM NOVEMBER TO OCTOBER IN TONNES
2013
0.9
October
0.5
2,428.8
2,395.6
Monthly average
(Nov. – Oct.)
2014
32.3
2,403.7
2382,2
1.3
21
2,175.7
24.1
¼-fat
½-fat
0.9
2,201.1
full fat
2,289.7
2261,3
27.5
CONCLUSION
Stocks of 2,403.7 tonnes were 1.03 percent lower than during the same period of the previous year. However, the monthly
average rose by 4.03 percent.
15
A GLANCE AT THE BR AND
Brands, owners and marketing departments often want
Consumers: likeable, down-to-earth, natural
too much. They are so enthusiastic about their product
Appenzeller cheese is well known to most Swiss and
that they love reporting all the advantages that make
German consumers. This is understandable in Switzerland,
their product stand out. This is how they convey various
but is surprising in the enormous German market and
forms of content in campaigns that run over several
leads to the conclusion that the message and media strat-
years in the belief that the customer is just as interested
egy in Germany have been well selected. The majority
in their product as they are.
of those questioned tended to also agree completely that
®
the brand promise of Appenzeller cheese (“The spiciest
®
cheese in Switzerland”) is being satisfied.
Less is more
However, reality is different. Communication with
consumers has become much too complex for consumers
Anyone who knows Appenzeller cheese perceives the
to absorb several messages at the same time. Particularly
brand to be traditional, down-to-earth, close to nature
as we are confronted with several thousand messages every
and successful. However above all it is also likable or
day, as various studies are always reporting. Brands
even very likeable. For almost one-third of those ques-
that want too much become too fragmented and are not
tioned Appenzeller cheese has even increased in pop­
noticed at all in the battle for attention.
ularity over the last few years.
Naturally you need to be brave to focus on a single message.
However, the different types in the range are not so well
It is also far from easy to find the core of the company,
known, particularly in Germany. In addition, the Swiss
which is to be communicated. However the brand wins
product descriptions (CLASSIC, SURCHOIX,
if incidental information is no longer reported.
EXTR A) make it more difficult to guess the maturity
®
®
than the German product descriptions MILD,
It is therefore impressive how the Appenzeller cheese trade
STRONGLI-SPICY and EXTR ASPICY. Too much
organization has for many years been able to incorporate
is expected of the consumers themselves. This problem
the many interests and opinions into a common objective
emerged once again in the survey – with those questioned
and unite them under one roof into a strong brand.
wondering why Appenzeller cheese can’t have simpler
®
®
product descriptions and have a more identifiable image
Spicy survey instead of dull theory
at the point of sale. This also makes sense because over
In order to discover how Appenzeller cheese is perceived
60 percent of those questioned decide spontaneously in
in the two most important markets of Switzerland and
the shop to buy some.
®
Germany, the University of St. Gallen (HSG) under the
leadership of Prof. Dr. Torsten Tomczak carried out a
consumer perception survey. However, it was not only
the layman’s perspective that was of interest in 2014,
but also the astute analysis of strong Swiss brands by
marketing professionals.
16
Marketing managers: bold, consistent and humorous
In addition to the consumer survey, the professional view of the brand is also of interest to the Sortenorganisation.
Marketing managers from four well-established Swiss brands were asked about their perceptions for the annual report.
“Thanks to the many decades of continuous communi­
“For me Appenzeller cheese is one of the examples of how
cation, Appenzeller cheese has managed to become
a commodity can become a power brand through good
an unmistakable brand personality, which every child in
marketing. A high-quality product with a history is also
Switzerland recognizes. It is perceived simultaneously as
the basis here. However, the unique feature of it all is the
spicy and amusing, traditional and successful, whereby
mystification of the secret surrounding the herbal brine,
it proves that marketing is not a waste of time. Appen­
the authentic setting and the enviable consistency and
zeller cheese has this aspect in common with the Bell
continuity with which this story has been repeated over
brand. It’s therefore no wonder that at Bell we also
the years. This is because without a secret recipe Ricola
have a cordon bleu dish with Appenzeller in our range.”
would just be a herbal sweet, Coca-Cola only a brown fizzy
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Davide Elia, Manager of Corporate Marketing / Communication, Bell
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drink, the potion from Miraculix probably just a soup
and Appenzeller simply only cheese.”
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Bernhard Christen, Head of Marketing, Swiss International Air Lines
“Appenzeller is undisputedly one of the best-managed
®
brands of cheese in Switzerland. It differentiates clearly
and awakens emotions. The differentiating feature lies
“A brand, which offers several things: a unique skill, history
deep within the product: it’s the taste. This – according
and insight into rural life in the country – and nevertheless
to the brand history – is based on the secret recipe of
manages to refrain from saying too much and focus on a
the herbal brine. This secret has been the center of com-
simple message: the spicy secret. The fact that it is imple-
munications by Appenzeller since the beginning of
mented by skillfully linking the character of the cheese
time. Thanks to a dose of humor it’s neither boring nor
with the stereotypical uniqueness of the inhabitants of
brash. Continuity is major factor of the success of the
Appenzell and simultaneously expressing the tradition
brand communication. The staying power and courage to
and origin of the brand is not only an excellent result,
continue with an existing advertising campaign a­ ppears
but also shows humor. This creates a great deal of sympa-
to exist with.”
thy for the brand.”
®
Christoph Ott, Manager of Branding & Advertising, Mobiliar
Lukas Eiselin, Head of Brand and Communications, Ricola
17
MARKETING AND
COMMUNICATION
The world is changing quickly. Appenzeller cheese
of time 5,000 people secured a space for their name plate
remains constant. This is because the reason for its
on the bench that ended up being 1 km 13 m 32 cm
popularity is its spicy flavour and its consistently high
long. This was not only a resounding reverberation for
quality. However, advertising also plays its part in
the campaign, but at the same time achieved an entry
the success of Appenzeller . Here consistency also pays
in the Guinness Book of Records.
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off: a strong brand always tells its customers the same
Ice Bucket Challenge
thing – but always in a different way.
Summer 2014 was cool – almost frosty. Not least
Unmistakable spices earn unmistakable
because 2014 was the summer of the “ice bucket chal-
brand identity
lenge.” It’s a challenge because it was about tipping
Continuity in brand management does not mean shying
a bucket full of iced water over your head. Anyone who
away from something new. It means that one has found
achieved this, donated 10 dollars to the ALS charity
the brand promise and does everything to ensure that
and was able to nominate three people to do the same
the company says the same things in every communica-
thing within 24 hours. People who were nominated
tion medium about something new. This makes the
and did not complete the challenge, had to dig deeper
brand consistent and the consumer can remember the
into their pockets and donate 100 dollars. A clever
message.
charity appeal, which raised a lot of money for research
into and the treatment of the nervous disease Amyo-
Creativity between tradition and innovation
trophic Lateral Sclerosis (ALS).
The way in which the message is told is solely a question of creativity. The interplay between the brand’s
The campaign became a worldwide phenomenon
traditional values and the new means of communication
and was naturally also supported by our three Alpine
and communication flows was also played skillfully by
dairymen – even if they interpreted it rather freely.
Appenzeller cheese in 2014. It was worthwhile: already
Instead of tipping the bucket over their heads, the three
during the last few years Appenzeller successfully
Alpine dairymen preferred to bathe their feet in iced
broke new ground and continued on this path, which
water, donated generously and nominated three promi-
also brought a well-known prize in 2014 for the
nent Swiss advertisers. In a slickly produced advert
Contexta advertising agency responsible for advertising.
disseminated via social media the keepers of the secret
Great honor for “the longest bench in the world”
text was unmistakable: “Local people like us from Appen-
An international jury composed of the top creative
zell don’t follow every fashion. We prefer to donate
minds from the leading agencies in the world awarded
CHF 1,000 immediately for ALS.” The idea is another
the Facebook campaign run by Appenzeller cheese
example of how one can make use of a craze and at
a bronze Facebook Studio Award. Such a Studio Award
the same time underpin traditional values. Because the
has so far been received by only 15 advertising agencies
brand message is so clear, simple and ingrained, such
in 10 countries worldwide. Facebook honors brands
campaigns can be planned and implemented quickly
and agencies with this prize, which have run particu-
and the public understands them – even without
larly creative and successful campaigns on Facebook.
many words.
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®
were as silent as always. However, the superimposed
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In this case successful means that within a short space
18
Facebook has voted and gave
a Bronze Studio Award to
“The longest bench in the world.”
The Ice Bucket Challenge was interpreted by the three Alpine dairymen in their own inimitable way.
19
The fan wave ran over 22 mobile phones and tablets.
“Lost your bread? Take a card!” Appenzeller® cheese makes for entertaining fondue meals with the bread-loser game.
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Interstellar silence
tumn promotion. Tradition has it that anyone who loses
Even with cold feet the three Alpine dairymen did not
their bread in the fondue must pay a penalty. The actual
give anything away this year. Although it was easy to
penalty features on the cards which were enclosed with
feel very sorry for Uwe Ochsenknecht this time. For one
every pack of fondue between September and December.
cinema advert he was kidnapped by two aliens, who
The more cards that were collected, the more entertain-
wanted to find out the secret of the spiciest cheese in the
ing eating the fondue became.
galaxy. Of course they didn’t manage to do this.
The secret remains on Earth and the three Alpine dairy-
In addition to the three cards, there was also a winning
men remain on the ground despite the intergalactic
code in the pack. This made it possible to enter the
success. The two-part advert was shown in the cinema
competition online to win 1 of 300 complete game sets.
before the science-fiction films “Planet of the Apes”
Like in other previous promotions, the advertising
and “Guardians of the Galaxy.”
now often refers to the e-shop, where this time the set
with exclusive joker cards was for sale.
Cheering Appenzeller style
One reason to cheer was the Appenzeller cheese
Appenzeller cheese launched the free “Fondue game”
fan wave because this promotion reached over 30,000
app for a technically experienced audience – a digital
people within a short space of time. The cheerleaders
add-on to the card game which is just as easy and enter-
merely had to visit the www.fanwelle.ch website, where
taining. The matching “Fondue game” app with a lucky
they were able to start their own Mexican wave
alarm offered additional fun and even more opportuni-
with one click. Thanks to a team ID this could be passed
ties for a wide range of penalties. The app for the game
onto other screens on smartphones and tablets. An
remains available for iOS and android devices.
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app was not required because the wave operated in the
web browser.
Immediate prizes thanks to the
new promotion mechanics
In addition to enjoying the great result, there was also
In Germany Appenzeller cheese traditionally featured
a good prize to be won. Anyone whose wave was able
in two promotions at the sales counters: the spring
to travel via more than four devices was automatically
promotion before Easter and that in November and
entered in the draw for 11 tickets for the football match
December. A new aspect of the winter promotion
between Switzerland and England. The idea consciously
was a scratch card flyer with a code that could be revealed
appealed to a younger audience and was promptly picked
at the sales counters. This could be entered on the
up by the youth broadcaster Joiz and presented in detail
promotion website and it showed straight away whether
in the program called “noiz.” The Joiz team them­­­-
one had won a snow globe with the three Alpine
selves actually achieved the longest fan wave with
dairymen as an immediate prize.
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22 mobile devices.
As well as the promotions, the adverts with the three
Appenzeller fondue gives away penalty cards
silent Alpine dairymen and Uwe Ochsenknecht could
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Appenzeller does not create traditions itself – but it uses
be seen once again on the major German private broad-
them skilfully for promotions. The Appenzeller fondue
casters in December until before Christmas.
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bread-loser game also fits into this long sequence of
entertaining ideas, which was launched as part of the au-
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Strong brand, strong image
A tasting campaign and a trade fair are really much more
At IGW in January 2015 Appenzeller cheese once again
than places to taste cheese. Thanks to the female tasting
stirred things up with the enormous fondue forks: the
staff, Appenzeller found an attractive way to transmit
unchanged stand from 2014 with the bar in the shape of
cultural knowledge about the country and its inhabitants.
an oversized fondue caquelon pot and the three Alpine
Skillful and friendly, they make an extremely valuable
dairymen who are guarding the secret of the herbal brine
contribution. For this reason Appenzeller devoted a
again attracted a lot of attention. On the opening day
special edition to its ambassadors in 2014. The ladies
the rhythmic duo Bubble Beatz literally drummed up
in traditional costume were introduced in person on a
dozens of visitors every half an hour. In addition to
double-page spread and praised for their commitment.
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the spiciest cheese in Switzerland, other promotions
attracted visitors to the stand on the other days of
Tasting was also brisk at OLMA. The trade fair stand,
the trade fair. This time visitors could play a game of
which was given a new image in 2013, also attracted
dice to win an Appenzeller straw hat. If visitors bought
visitors in droves in 2014. However, not only because of
at least 500 grams of cheese, they would also receive a
its appearance, but also because of the intrinsic value
free genuine felt bag. In total over 9,500 felt bags
of the OLMA hits. This year this consisted of a shopping
were given away, 4.7 tonnes of cheese and 3.5 palettes
bag with a snow globe design, a pack of Appenzeller
of fondue were sold.
fondue, a snow globe with the three Alpine dairymen,
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traditional fondue forks and matching napkins with
the silent Albert.
Tasting campaigns, the spiciest selling trick
Anyone who comes into contact with Appenzeller cheese,
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can hardly move away from its effect. Evidence of this
Illuminated traditional brand
is also provided by the tasting campaign with which Ap-
at Swiss railway stations
penzeller was presented by the German grocery chain
In addition to the traditional signs, in 2014 Appenzeller
Globus in the late autumn. Customers were invited to
cheese also features on new APG illuminated posters in
visit the sales stand with an Appenzeller design and try
selected railway stations. An extraordinary feature of the
Appenzeller MILD, STRONGLY-SPICY and EXTRA-
new range is that the poster locations can be synchro-
SPICY. Out of a total of 40,000 customers who tried
nized. Therefore if for example the ICE train from Berlin
a cube of cheese, every third person subsequently bought
comes into Basel, the German travellers see adverts for
a piece of Appenzeller . This meant that approximately
the spiciest cheese in Switzerland at every poster location
120 kilograms of cheese were sold every day of the tast-
and know they are in the right place here.
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ing campaign.
The Allgemeine Plakatgesellschaft (APG) poster company
Naturally something similar also applies to tasting
asked Appenzeller cheese to become involved with the
campaigns and counter promotions in other countries.
first display on this new generation of so-called rolling
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In the Netherlands Appenzeller cheese was presented
star poster surfaces, the rotating posters. The idea be-
for one week in May in various branches of Albert Heijn,
hind this: for their inauguration the new poster locations
the largest supermarket chain in the Netherlands.
should feature a strong brand with a strong presence.
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This was also a runaway success: sales of Appenzeller
Once again this demonstrates that tradition and innova-
SURCHOIX increased six fold.
tive marketing go together well.
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The spiciest cheese again attracted visitors this year at the IGW trade fair.
Das würzigste Geheimnis der Schweiz.
144117_APP_Kampagne_2012_PL_F12_dt.indd 1
24.02.15 09:35
An illuminated poster, which also spoke volumes without any words in 2014.
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O
RGANIZATION
STATUS 31. 12. 2014
SHAREHOLDERS’ MEETING (171 MEMBERS)
Appenzeller® Cheese
Foundation
Milk producers
Cheese producers
Cheese merchants
Executive management of Sortenorganisation Appenzeller Cheese (8 members)
®
Geschäftsstelle SO Appenzeller Käse GmbH
David Vincze (Managing Director until September 5, 2014)
Geschäftsstelle SO Appenzeller Käse GmbH
Monika Walser (Managing Director as of September 5, 2014)
Marketing
Administration
Finance and
Accounting
Quality
Management
Shop in Salesis
Monika Walser
Head of Marketing
and Communication
David Vincze
Head of
Administration
Tatiana Franco
Head of Finance
and Accounting
Alfred Ammann
Head of Quality
Management
David Vincze
Management Shop
Renato Caluori
Project Manager
Marketing
Stefanie Enzler
Administration
Fritz Messner
Quality
Management
Simone
Zuberbühler
Shop Marketing
Christian Gatsas
Project Manager
Online Marketing
Fabienne Tobler
Administration
Simone
Zuberbühler
Project Manager
Marketing
Beatrice Sutter
Part-time
Mirjam Inauen
Part-time
Uschi Schmid
Part-time
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EXECUTIVE MANAGEMENT
STATUS 31. 12. 2014
26
CARLO SCHMID-SUTTER
STEPHAN HAGENBUCH
URS WERDER
JÜRG SCHMIDHAUSER
JACQUES GYGAX
LORENZ KOLLER
LEONHARD WEY
ANTON SCHMUTZ
EXTER NAL BOAR D OF DIR ECTORS
Carlo Schmid-Sutter
Chairman of the Board of Directors
R EPR ESENTATIVES OF
THE MILK PRODUCERS
Stephan Hagenbuch
Vice-Chairman
Member of the Executive Management
of the Swiss Milk Producers (SMP)
Urs Werder
Member, Association of Dairy Farmers
of Central/Eastern Switzerland
Member of the Executive Management
of the Swiss Milk Producers (SMP)
R EPR ESENTATIVES OF
THE CHEESE PRODUCERS
Jürg Schmidhauser
Member of the Board of Directors
Cooperative of Eastern Swiss Milk Processors
Jacques Gygax
Director of Fromarte
APPENZELLER CHEESE FOUNDATION
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Lorenz Koller
Chairman
Landeshauptmann (Governor)
R EPR ESENTATIVES OF
THE CHEESE MERCHANTS
Leonhard Wey
Member of the Board of
Directors of the Appenzeller
Cheese Merchants’ Association,
Emmi Käse AG
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Anton Schmutz
Sales Manager and member of the Board of
Directors Elsa/Mifroma SA
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Sortenorganisation Appenzeller Käse GmbH • Haus Salesis • Poststrasse 12 • 9050 Appenzell
Telephone 071 788 30 40 • Telefax 071 788 30 45
E-mail [email protected] • Internet www.appenzeller.ch