In partnership with the Fribourg Region, Switzerland Tourism ST brought the beauty of Switzerland directly into Spanish homes. ST printed “Discover the Fribourg Region during the Charmey Alpine cattle descent” on 200,000 milk cartons. The milk is from the “Priégola” farm in the Madrid region, whose owner has Swiss roots.

By adding the cow on the milk carton, ST used a highly symbolic image, one that is synonymous with Swiss tradition and the quality of Swiss products. Priégola is also committed to top-quality milk products that are sold in delicatessens and are delivered directly to the door via a home delivery service. The target group for Priégola products has high quality requirements as well as a high affinity with holidays in Switzerland.

For three weeks, the milkman delivered the milk with a new postcard each week, featuring various subjects with different messages. The result: 250,000 marketing contacts.