Ernst Sutter AG

Reduced-Plastic Packaging Meets a Full-Funnel Strategy

Challenge

Ernst Sutter AG, a leading Swiss producer of meat specialties, aimed to send a clear signal toward greater sustainability with its Suttero brand. By gradually transitioning from traditional plastic packaging to recyclable cardboard packaging—wherever possible—the company sought to reduce its overall use of plastic.The key challenge was to communicate this change clearly and credibly, especially within a sensitive context: as a meat producer, Ernst Sutter AG—like other food manufacturers—is inherently part of a resource-intensive industry. Credibility was therefore crucial. At the same time, the campaign needed to address diverse target groups in a differentiated way, ranging from dedicated meat lovers to environmentally conscious consumers.

Solution

We developed a data-driven full-funnel strategy designed to reach different audiences across multiple touchpoints and guide them along their customer journey.

Awareness Phase:

Through a high-impact Google Ads display campaign, we introduced the new reduced-plastic packaging using the claim: “Naturally produced & thoughtfully packaged.”Our key value lay in the targeted alignment of channel, message, and audience. We created segmented ad sets that were tailored not only visually but also in terms of content to the needs and values of each target group. Meat lovers were addressed honestly, showing that quality and sustainability are not mutually exclusive, while sustainability-focused users received clear information about the specific measures being taken.

Consideration Phase:

The campaign directed interested users to a transparent landing page that explained SUTTERO’s sustainability commitment in a detailed and credible way. By combining clarity, facts, and context, we strengthened trust and credibility—without sounding didactic.

Decision Phase (Indirect):

Although the campaign did not focus on direct sales, it was designed to build trust and positively influence purchase decisions at the retail level. The strong reach achieved during the awareness and consideration phases enabled the creation of a large remarketing audience. This audience was integrated into always-on campaigns and could later be addressed with targeted seasonal messages when relevant.

The full-funnel approach enabled us to reach new users, inform the public about our sustainability initiatives, and encourage purchase intent by creating positive brand associations at every stage of the customer journey. Thanks to the strategic consulting and precise execution by Advance Metrics, we were able to communicate a sensitive message credibly and successfully position the campaign in the market.

Martin Felber

Marketing Specialist, Ernst Sutter AG

Results

Over the course of three months, the campaign achieved strong reach in German-speaking Switzerland, generating several million impressions. Thanks to precise message targeting aligned with relevant audiences, we achieved an above-average interaction rate and low CPMs.Particularly noteworthy was the high viewability rate, demonstrating that the ads were not only delivered but also consciously perceived. Through this campaign, Ernst Sutter AG was able to show that sustainability initiatives in a challenging industry can be communicated credibly—when audience, message, and channel strategy are perfectly aligned.