Schär launches “With the best of us”, the new TV and social campaign dedicated to quality

Schär returns on air on the main national TV broadcasters and digital and social channels with the campaign “With the best of us”, dedicated to the quality and distinctive values of the brand.

The plan targets women aged between 30 and 60, the main purchasers of gluten-free products at the point of sale, and aims to reach the target audience with a high frequency, strengthening the visibility and recognisability of the message. Media planning is handled by Initiative, while the creative concept is by the agency McCann.

The TV spot

In the TV spot and adaptations for other media, Schär tells the story of the journey that leads to quality through an evocative journey “behind the scenes”, from the raw ingredients and the artisanal care taken in processing to the finished product. Natural landscapes, precise gestures and details of the ingredients selected for the recipes unfold in a warm, cinematic atmosphere, enhanced by a refined retro feel.

The story places at its centre the contribution of the people who, throughout the entire journey, turn their commitment to quality into a tangible result in every area: from the supply chain to research and development, from quality control to nutrition and finally the process. It is one of these people who becomes the protagonist of this new phase of the campaign: Ana, a real Schär pastry chef, who, through the precision of her gestures and the care devoted to each preparation, expresses the company’s daily commitment to always giving its best.

The featured products

A commitment that translates into an assortment of quality products, full of flavour, with a pleasant texture, an enveloping aroma and an inviting appearance, designed to meet specific nutritional needs and at the same time capable of turning every consumption occasion into a moment of pleasure and gratification.

The campaign puts the spotlight on some of the most representative specialities in the range, chosen to convey the different nuances of Schär’s pastry quality: from indulgence to intensity, from rustic authenticity to simplicity. They are represented by: Muffin Choco, Marble Cake, Choco Chips Cookies, Biscotto all’Avena Integrale and Hoops.

The physical channel

The campaign will be supported by specific point-of-sale activities with communication materials at the shelf and through dedicated displays and totems. These initiatives will be accompanied by retail media activations at selected customers, with content distributed on digital signage systems. The coordinated presence across the different areas of points of sale will provide continuity to the TV and digital communication, increasing the visibility of Schär’s sweet specialities along the purchasing journey.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.