How Content Marketing Put Emmentaler AOP and Its Flagship Event in the Spotlight
From Swiss Heritage to a Living Experience
How can a brand bring its values to life and engage audiences around its flagship event?
In collaboration with Emmentaler Switzerland, Tamedia Advertising developed a cross-media campaign to promote the 4th Emmentaler AOP Day, held on 12 September 2026 in Affoltern im Emmental.
The goal: to bring Emmentaler AOP to life beyond the product itself, highlighting the authenticity, craftsmanship and traditions that have made it renowned.
The Challenge
The Emmentaler AOP Day is the brand’s flagship event. The challenge was to attract a broad audience while strengthening Emmentaler AOP’s image as a true part of Swiss cultural heritage and a symbol of quality, tradition and conviviality.
The campaign targeted food lovers, enthusiasts of authentic products, families and people with a strong connection to Swiss traditions, both in the Emmental region and across German-speaking Switzerland.
The Solution
With authenticity and the joy of coming together at its heart, Tamedia Advertising developed a cross-media strategy combining editorial storytelling with targeted activation. The idea was to inspire people to attend the event by telling the story behind the cheese, revealing the secrets of its maturation process and showcasing the craftsmanship behind every wheel.
The campaign brought together three complementary dimensions: emotion, through tradition and shared moments; information, with content exploring how Emmentaler AOP is made and what makes it unique; and activation, with clear invitations to experience the event firsthand.
The Execution
To maximise visibility and engage audiences ahead of the event, while extending its reach afterwards, the campaign was rolled out across several channels:
- Branded Content (DE): A long-form article accompanied by a video on the Tages-Anzeiger and Berner Zeitung websites, exploring the story and behind-the-scenes aspects of the Emmentaler AOP Day.
- Print: Advertisements and front-page banners in the Tages-Anzeiger and Berner Zeitung, complemented by a special supplement in the Berner Zeitung.
- Customer supplement: supplement in the Berner Zeitung.
- Social Media: Carousels, videos and stories published before and after the event to build anticipation and share its highlights.
Running before, during and after the event, the campaign brought Emmentaler AOP and its traditions to a broad audience, extending the event’s visibility well beyond 12 September.
Client Testimonial: Visibility That Lasts Beyond the Event
“The collaboration with Tamedia helped showcase Emmentaler AOP, a true part of Swiss cultural heritage, and the many attractions of the 4th Emmentaler AOP Day in an authentic and diverse way. The content reached far beyond the event itself, bringing the story, tradition and enduring appeal of Emmentaler AOP to life.”
Cornelia Brechbühl, Head of Marketing & Communications, Emmentaler Switzerland
Launched in April 2026, the campaign reached its audience within the premium editorial environment of Tamedia Newsnet.
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