An international cross-media campaign to relaunch Emmentaler DOP

Risorsa 2 Interactive Key Award 2019

Risorsa 2 NC Awards Best holistic campaign

Risorsa 2 NC Awards 2nd Best international campaign

Tribe launched the #liveoriginaler campaign, radically shifting Emmentaler positioning.

The ALER suffix stands for more than: more than just Emmental. ALER is the sign of added value and unmistakable originality.

  • Strategy
  • ATL
  • BTL
  • Website
  • Social
  • Digital Activation

The campaign remained true to the historical values of the brand, yet communicated them with a fresh, bold twist. To reach out to a younger more cosmopolitan target, we defined 4 clusters: Young, Family, Sport and Food.

Mixing modern, rhythimc and mainstream sounds, we produced a recognizable ad hoc track for the campaign, appealing to a cosmopolitan taste.


Page visits


DB Building




The most stand-out scenes were declined as a multi-subject outdoor press campaign.

#liveoriginaler was amplified across social. With previously unseen content from campaign, recipes, scenes of consumption and our cheesy character - Doodle, we boosted Emmentaler's engagement rate.



Growth of fanpage



Increase in follower base
Click to switch phone

During the shoot, we captured few extra scenes with a good friend of ours: Santa!

This extra content was then used as a Christmas activation with the contest "Find Santa and win Lapland!"



Database growth

We are a tribe of meaning hunters.
We guide companies in defining their unique meaningful promise and conveying it through relevant messages and actions. As we’ve done for brands such as Jersey Lomellina, YouActPet, Tecno Olivetti, Guidi, Emmentaler, Sector, Movitra, and BSP Luxemburg.