New information campaign: AMA marketing wants to take a stand

“This is exactly where AMA-Marketing wants to set the pace for the industry,” adds Christina Mutenthaler, who will be appointed as the new CEO from January 1, 2023. The campaign was developed internally and in collaboration with agencies Havas Media (media planning), Havas Creative (design and production), Push-Delta (phase 1 of the moving image spot), Heimat Wien (social media) and Overlap (website management).

Under the name “Attitude”, the wide-ranging advertising offensive aims to provide basic information on the development of agriculture and on issues such as origin, animal welfare, animal husbandry, AMA controls, seasonality, product knowledge, etc. In addition, the campaign includes an invitation to producers, processors, retailers and consumers to work on areas such as animal welfare and livestock and to develop common solutions.

All of this is bundled on a new one Website nlight. “Haltung.at” is joined by a commercial with moving images launched during the national holiday, an audio commercial and a series of videos on social media. The short videos “Myths vs. Facts” take up misconceptions and clichés, which are then clarified by real farmers from different regions of Austria.

The castle actor lends his voice

For commercials on TV, online and radio, actor Florian Teichtmeister could win as a speaker. For the first time he has lent his voice to a commercial campaign. In the second phase of the campaign, the results of the actors are counted Presented on TV, cinema, social media, print and radio from November 14th to the end of the year.