QS is a German organisation committed to quality management in the food industry. Despite having been around for years, it has not quite established itself among consumers as a reliable guide to quality control. A look at the German food industry reveals the core of the problem—the market is flooded with various food quality seals of different organisations, which are already confusing consumers with how they differ from one another, for little or nothing about the process of their food inspection has been communicated to the public.
It is clear that for QS to stand out from the crowd, it must make its methods and organisation transparent and comprehensible for the public. Furthermore, its role as an organisation committed to the system of quality management, and not the guarantee of quality itself, should be communicated to prevent false interpretation.
For the new campaign real-life representatives of the food industry (a butcher, three farmers and a supermarket employee) are chosen to act as ambassadors who inform consumers regularly on activities in their fields, allowing insight into the QS-system. The methods and the organisation are introduced in two films to bring the message across in an informative and yet entertaining manner for a large target group of schoolchildren, adults and the whole sale trade. A new website and a blog allow direct communication between the public and QS itself, while participation in exhibitions and school projects such as the German “Jugendforsch” promotes QS as a far-sighted organisation interested in trends and solutions for the food industry. The more consumer-friendly approach integrates the public into the system of food quality management, raising awareness of what QS is really about.For this project I contributed:
- Concept for communication strategy
- Film: storyboard, treatment, art direction, text for voice-over