Great news from the kitchen at the House of Communication in Zurich: the «Switzerland’s worst cook» campaign for Vorwerk Switzerland is one of six Swiss projects to be nominated for the prestigious Webby Award in the Advertising, Media & PR: Food & Beverage category.
Praised as the «Internet’s highest honour» by The New York Times, the annual Webby Awards, which honours outstanding achievements on the Internet, is being presented by the International Academy of Digital Arts and Sciences (IADAS) for the 24th time. The Academy consists of experts from the Internet sector, including Instagram co-founder Kevin Systrom, Mozilla CEO Mitchell Baker and 23andMe co-founder and CEO Anne Wojcicki.
«The nominees are setting the standard for innovation and creativity on the Internet,» says Claire Graves, Executive Director of the Webby Awards. «It is an incredible achievement to be selected among the best from the 13,000 entries we received this year.»
To celebrate the launch of the new Thermomix® TM6, Serviceplan used a storytelling campaign with several different phases to look for the worst cook in Switzerland. Then the winner lost the title right away: at a cookery event, she served her five best friends a gourmet meal she had prepared with a little help from celebrity chef Silvio Germann and the new Thermomix® TM6.
The campaign was specifically tailored to the target group in German-speaking Switzerland and Western Switzerland, and was executed via Vorwerk Switzerland’s own social media channels and newsletter, via the channels of the Vorwerk representatives, Betty Bossi and the free daily newspaper 20 Minuten, and supported with YouTube bumper ads and search engine advertising. It soon became a viral hit that also suited the client’s taste, not least because it increased sales by over 20 per cent.
Raul Serrat, Executive Creative Director of Serviceplan Suisse, is very pleased about the nomination: «‘Switzerland’s worst cook’ is a great example of how you can develop extraordinary campaigns even with a limited budget. Being nominated for such a prestigious award is an incredible reward we are very excited about.»
As a nominee, «Switzerland’s worst cook» is also included in the public voting for the Webby People’s Voice Award where the winner is chosen by fans all over the world. All fans still have until 7 May 2020 to vote at vote.webbyawards.com.
The winners will be announced on Tuesday, 19 May 2020 and honoured in an online celebration.