The Complete Guide to Swiss Fondue Marketing

From tradition to modern days innovation.

There’s one thing I can’t deny: I love cheese. Anytime, anywhere, feed me cheese and win my heart. So it’s no surprise I love living in Switzerland, because cheese isn’t just food here, it’s a national identity, a marketing phenomenon, and… a masterclass in brand building.

As a marketing professional navigating this unique landscape, I’ve discovered that Swiss Fondue popular campaigns tell a fascinating story of how tradition and innovation can create marketing magic.

The Historical Foundation: More Than Just Melted Cheese

The story begins in 1914, when the Swiss Cheese Union (Schweizerische Käseunion) embarked on one of the most successful marketing campaigns in Swiss history. Think about it: how did a simple dish of melted cheese become synonymous with Swiss culture? The answer lies in strategic marketing that was decades ahead of its time.

The Fondue: Creating a National Dish

The Swiss Cheese Union’s genius lay in understanding that a unified national identity could be built through food (a concept that is music to my italian ears). They standardized the famous “moitié-moitié” fondue recipe, combining Gruyère and Vacherin Fribourgeois in a way that would become the gold standard. This wasn’t just about creating a consistent product, it was about crafting a shared cultural experience that transcended Switzerland’s linguistic regions.

The FIGUGEGL Campaign: A Marketing Milestone One of the most memorable and successful marketing campaigns for fondue was the FIGUGEGL. This catchy acronym was created in the 1950s by the advertising agency Gisler+Gisler on behalf of the Swiss Cheese Union, and stands for “Fondue isch guet und git e gueti Luune” (Fondue is good and creates a good mood).

This campaign remains a masterclass in emotional marketing:

• Memorability: The catchy acronym was easy to remember and share, facilitating word-of-mouth marketing.
• Emotional appeal: By associating fondue with positive emotions, the campaign tapped into the psychological aspects of food consumption.
• Cultural resonance: The use of Swiss German dialect in the slogan reinforced the dish’s national identity and appealed to linguistic pride.
• Simplicity: The straightforward message communicated the essence of the fondue experience without complexity.

The FIGUGEGL campaign’s success is evidenced by its longevity; decades later, it remains recognizable and continues to be referenced in Swiss culture.

Yes, there is also **a FIGUGEGL board game on sale on Galaxus.**

The Modern Marketing Landscape

As Switzerland entered the digital age and global culinary trends evolved, marketing strategies for fondue adapted. Today’s käsefondue marketing has evolved into a sophisticated blend of traditional values and modern techniques.

1. Health-conscious messaging: With increasing awareness of dietary health, cheese campaigns began to highlight the nutritional aspects of cheese consumption, such as calcium content and natural ingredients.
2. Experiential marketing: Brands started focusing on the social experience of fondue, promoting it as vehicle for gathering and connection.
3. Seasonal adaptations: While traditionally a winter dish, marketing efforts expanded to position fondue as year-round options, particularly for outdoor summer events.
4. Gourmet positioning: High-end variations of fondue and raclette emerged, with marketing campaigns emphasizing premium ingredients and sophisticated flavor profiles.

This historical context sets the stage for understanding the current marketing landscape and the challenges and opportunities faced by marketers in promoting this iconic Swiss dish.

Modern Success Stories: Inside Game-Changing Swiss Cheese Marketing Campaigns

Gerber’s Fondue Marketing Evolution

Gerber is a prominent and traditional Swiss cheese brand. It has made significant contributions to the evolution of fondue advertising in Switzerland. Their campaigns have consistently emphasized the convenience and quality of their ready-made fondue products while maintaining a strong connection to Swiss culinary traditions.

In 2016, Gerber launched a campaign centered around the concept of “Share the fun”, highlighting the social aspect of fondue consumption. This approach aligned with the long-standing Swiss marketing tradition of positioning fondue as a catalyst for social gatherings and enjoyable experiences.

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More recently, Gerber has shifted its focus to emphasize the spontaneity and ease of preparation that their products offer. In 2021, Gerber introduced the concept of “Fondue-Glüschtli” (fondue craving), as a new positioning focusing entirely on spontaneity.

This campaign cleverly tapped into the sudden desire for fondue that many Swiss people experience, positioning Gerber’s ready-made fondue as the perfect solution for impromptu cravings. The “Fondue-Glüschtli” campaign featured various scenarios showcasing people giving in to their fondue cravings in unexpected situations:

• A bus driver interrupting her route for a fondue break (see video below)
• A father and son ignoring crooked shelves to enjoy their fondue
• A mountain climber wielding a fondue fork instead of an ice pick

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Gerber has also embraced social media marketing to reach younger audiences. In collaboration with the agency Jim&Jim, Gerber developed a series of short videos featuring different “fondue types” for social media platforms.

These humorous videos showcased characters like the “stirring police officer” and the “spice expert,” playfully addressing common fondue preparation quirks while highlighting the ease of using Gerber’s products.

The company’s marketing efforts have consistently emphasized key product benefits:

• Quick and easy preparation
• Guaranteed success in fondue making
• Long shelf life, making it an ideal pantry staple

By focusing on these aspects, Gerber has positioned its fondue products as a convenient solution for both planned gatherings and spontaneous cravings, appealing to traditional fondue enthusiasts and younger consumers alike.

Gerber’s advertising strategies have played a crucial role in maintaining fondue’s relevance in contemporary Swiss culture. By adapting their messaging to reflect changing consumer behaviors and preferences, while still honoring the dish’s cultural significance, Gerber has helped ensure that fondue remains a beloved part of Swiss culinary identity.

Coop’s Modern Fondue Ads

Coop, one of Switzerland’s largest retail companies, has continued the tradition of innovative fondue marketing with its modern advertising campaigns. Their campaigns are known for a fresh approach to promoting the beloved Swiss dish, blending humor, local culture, and multi-channel strategies to engage consumers.

One of Coop’s standout campaigns was developed by the agency Contexta, featuring the catchy slogan “Chli stinke muess es” (It has to smell a little). This clever motto playfully acknowledges the distinctive aroma of fondue while celebrating its appeal. The campaign incorporated several key elements:

• Entertaining spots for TV, YouTube bumper ads, and social media
• Display ads, posters, and point-of-sale materials for a comprehensive offline presence

• Integration of the Muotathaler Wetterschmöcker (a traditional group of amateur wether forecasters) as seasonal kick-off ambassadors

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This multi-faceted approach demonstrates Coop’s understanding of modern marketing techniques, effectively combining online and offline channels to reach a wide audience. The use of the Wetterschmöcker adds a uniquely Swiss touch, connecting the campaign to local traditions and enhancing its cultural resonance.

Coop’s strategy also capitalizes on the seasonal nature of fondue consumption in Switzerland. By launching the campaign as winter approaches, they tap into the Swiss association of fondue with cold weather and cozy gatherings. This timing aligns with the traditional peak season for fondue, typically starting when the green hills of regions like Appenzell disappear under a soft blanket of snow.

The success of Coop’s modern fondue ads lies in their ability to maintain the cultural significance of fondue while adapting to contemporary marketing landscapes. By embracing digital platforms alongside traditional media, Coop ensures that fondue remains relevant to younger generations while still appealing to those who grew up with the iconic “FIGUGEGL” campaigns of the past. These modern campaigns continue to reinforce fondue’s status as a shared experience, emphasizing its role in bringing people together. This aligns with the broader Swiss marketing tradition of positioning fondue as a social catalyst, as seen in Gerber’s 2016 “Share the fun” campaign.

Through these efforts, Coop not only promotes its fondue products but also contributes to the ongoing narrative of fondue as a quintessential Swiss culinary experience, adapting the message for today’s consumers while honoring the dish’s rich cultural heritage.

Appenzeller Unique Marketing

Appenzeller, known for producing Switzerland’s spiciest cheese, has developed distinctive advertising campaigns to promote its fondue products, emphasizing the brand’s unique flavor profile and regional heritage. In recent years, Appenzeller has focused on creating attention-grabbing and humorous advertisements to stand out in the competitive fondue market.

One notable campaign, launched in 2020, featured three Appenzeller herdsmen sprinting through forests and meadows.

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This playful approach aimed to illustrate the irresistible appeal of Appenzeller fondue, suggesting that people would rush through any obstacle to enjoy it. The campaign included:

• A fast-paced online video spot
• Nationwide analog and digital billboard advertisements
• Social media content
• Print ads in the Italian-speaking region of Switzerland

This multi-channel approach ensured broad reach across different demographics and regions. Appenzeller’s marketing strategy often highlights the brand’s “secret recipe” and its status as the “spiciest cheese in Switzerland”. This unique selling proposition sets Appenzeller fondue apart from competitors and appeals to consumers seeking a more robust flavor experience.

To support its product launches and maintain market presence, Appenzeller employs a mix of traditional and digital marketing tactics:

• Television campaigns
• Out-of-home advertising to reinforce brand visibility
• Internet campaigns targeting younger, digitally-savvy consumers
• Participation in trade fairs and events to engage directly with customers
• Extensive point-of-sale activities in the retail sector

In 2023, Appenzeller also introduced new products like the Appenzeller® Organic Demeter Orange Label and Appenzellerin® Elegant, accompanied by targeted marketing efforts.

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By combining traditional Swiss imagery with modern marketing techniques and emphasizing its unique flavor profile, Appenzeller has created memorable campaigns that reinforce its position as a premium fondue option. These advertising strategies not only promote the product but also contribute to maintaining fondue’s status as a beloved Swiss culinary tradition.

The taste of Le Gruyère

While Le Gruyère AOP, one of Switzerland’s most iconic cheeses, is a key ingredient in many Swiss fondue recipes, the brand’s marketing campaigns have not exclusively focused on fondue. However, Le Gruyère AOP has incorporated fondue into its broader marketing strategies, often highlighting the cheese’s versatility and its role in traditional Swiss dishes. In recent years, Le Gruyère AOP has promoted its use in fondue through various channels:

• Digital campaigns featuring fondue recipes and serving suggestions on social media platforms and the brand’s website.
• Collaborations with chefs to create innovative fondue recipes, showcasing Le Gruyère AOP’s versatility.
• Seasonal promotions during winter months, when fondue consumption typically peaks in Switzerland.

The Interprofession du Gruyère (IPG), responsible for marketing Le Gruyère AOP, has implemented multi-faceted campaigns that blend traditional values with modern advertising techniques. In 2023, Le Gruyère AOP launched a new advertising campaign titled “Le Goût” (The Taste), which aimed to showcase the cheese’s versatility and appeal across different age groups. This campaign, while not fondue-specific, highlighted the qualities that make Le Gruyère AOP an excellent choice for fondue preparation.

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This campaign included:

• A 2-week television flight in November, broadcasting 1,125 adverts that reached nearly 7 million viewers
• A targeted YouTube campaign lasting 4 weeks, garnering over 1.9 million views and driving nearly 10,000 clicks to the Le Gruyère AOP website
• Cinema advertising in December, reaching 130,000 young people across 76 Swiss cinemas, with a focus on German-speaking Switzerland

The campaign’s success in reaching younger demographics (18–29 year-olds) through digital platforms demonstrates Le Gruyère AOP’s commitment to adapting its marketing strategies to changing consumer behaviors.

To promote Le Gruyère AOP’s use in fondue and other recipes, the IPG also implemented a digital campaign on Instagram and Facebook, as well as Google search engines. This effort generated over 63,000 clicks to the Recipes section of their website, effectively engaging consumers with practical applications of the cheese.

Le Gruyère AOP’s marketing approach extends beyond digital and traditional media. The brand maintains a strong presence at local, regional, and national events, particularly during spring and autumn fairs. These events provide opportunities for direct consumer engagement and reinforce the cheese’s connection to Swiss culinary traditions.

In its promotional materials, Le Gruyère AOP emphasizes several key aspects that set it apart in the fondue market:

• Its status as a traditional, raw milk cheese with an inimitable taste and quality.
• The natural, artisanal production process.
• The democratic association of milk producers, cheesemakers, and affineurs behind the product.
• The cheese’s strong connection to its region of origin.
• Guaranteed traceability and short food supply chain.

These marketing messages aim to position Le Gruyère AOP as not just an ingredient for fondue, but as a premium product with a rich heritage and sustainable production practices. The IPG also collaborates with other Swiss cheese associations, such as Vacherin Mont d’Or and Etivaz AOP, to create joint promotional activities. This cooperation helps to strengthen the overall image of Swiss cheeses and their use in fondue.

Tilsiter ready-made fondue: the launch campaign.

Tilsiter, a renowned Swiss cheese brand, has recently launched an innovative marketing campaign to promote its new ready-to-eat fondue product. The campaign, developed by the creative agency Ruf Lanz, aims to position Tilsiter’s fondue as a convenient and flavorful option for Swiss consumers.

The centerpiece of this campaign is a series of eye-catching visuals that playfully incorporate the iconic Tilsiter cheese into everyday objects. One striking image features a cheese grater reimagined as a fondue pot, cleverly merging the tool used to prepare cheese with the final product. This creative approach not only captures attention but also reinforces the message of convenience and ease of preparation.

Tilsiter’s new fondue product is designed to meet the growing demand for quick and hassle-free meal solutions without compromising on taste or quality. The campaign emphasizes the product’s fresh, ready-to-use nature, appealing to both traditional fondue enthusiasts and younger consumers looking for convenient dining options.

The marketing strategy for Tilsiter’s fondue also extends beyond traditional advertising channels. The brand has implemented a comprehensive mix of marketing activities, including:

• Digital marketing initiatives across social media platforms
• In-store promotions and point-of-sale materials
• Collaborations with food influencers and bloggers
• Participation in food fairs and events

In October 2023, Tilsiter’s fondue was introduced nationwide in Migros stores and selected Volg branches, marking a significant expansion in the product’s availability. The campaign received positive feedback, indicating successful market penetration and consumer acceptance.

Tilsiter’s approach to fondue marketing aligns with broader trends in Swiss cheese promotion, which often emphasize the social aspect of fondue consumption. By offering a convenient, ready-to-eat option, Tilsiter is tapping into the Swiss tradition of fondue as a communal dining experience while adapting to modern lifestyle needs.

The brand’s marketing efforts also highlight Tilsiter’s commitment to innovation within the traditional Swiss cheese market. By introducing a fresh, pre-prepared fondue, Tilsiter is positioning itself as a forward-thinking brand that respects tradition while embracing contemporary consumer preferences.

Innovative Approaches: Weather-Triggered Fondue Ads

Coop ran a programmatic Digital Out-of-Home (DooH) campaign that displayed fondue advertisements based on specific weather conditions, targeting consumers when the climate was ideal for fondue consumption.

The campaign, which ran for two months in October and November, utilized programmatic technology to display fondue advertisements only when specific weather criteria were met. The key parameters for ad display included:

• Precipitation or overcast skies
• Temperatures below 12 degrees Celsius
• Weekday timing between 4 PM and 8 PM to target commuters
• Saturday afternoons to reach weekend shoppers

This strategic approach ensured that Coop’s fondue advertisements were shown when consumers were most likely to crave warm, comforting meals like fondue. The campaign was implemented across 130 locations in Switzerland, including pedestrian zones, train stations, and other high-traffic areas. The results were impressive, with the campaign achieving over 15 million gross contacts and generating 9,719,199 impressions.

This success demonstrates the effectiveness of combining traditional Swiss culinary preferences with cutting-edge marketing technology.

Melting Tradition and Innovation: Lessons from Swiss Fondue Marketing

Swiss fondue marketing is more than just a celebration of melted cheese, it’s a masterclass in blending tradition with innovation, emotion with strategy, and local culture with global aspirations.

From the ingenious FIGUGEGL campaign to modern weather-triggered ads, it showcases how deeply understanding a product’s cultural significance can transform it into a timeless brand icon. For marketers, these stories provide invaluable lessons in creating emotional resonance, leveraging shared experiences, and adapting to changing consumer behaviors while honoring tradition.

As you navigate your own marketing challenges, we should ask ourselves: What unique cultural or emotional touchpoints can elevate our brand?

Let fondue’s legacy inspire us to craft campaigns that stick, just like cheese to a fondue fork.

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