Switzerland is a unique market.
Four national languages, multiple cultural regions, different creators, different references…
Yet brands still need to tell one consistent story.
To support Burger King Switzerland, we adopted a glocal approach:
building one strong national strategy, then adapting it to the realities of each linguistic region.
In practice, this meant combining local creators, multilingual UGC, and community management tailored to the cultural codes of each audience. Rather than simply translating content, every message was crafted to feel native to the habits, references, and conversations of the community it was intended for.
This approach was reflected at every level of the strategy: from creator selection and regional activation planning to content production and day-to-day community interactions.
Our Veggie campaign is a great example.
One campaign, brought to life through French- and German-speaking creators, multilingual UGC, and a distribution strategy designed to reach audiences effectively across the entire country.
That’s the essence of glocal marketing : maintaining one strong brand identity while making every community feel like the campaign was created specifically for them.
Because in Switzerland, it’s not just the language that changes. Cultural codes, consumer habits, and conversations do too. And the results speak for themselves: 70 pieces of content produced in French, German, and Italian in just six months, 1,400 comments moderated and managed across five languages, and influencer campaigns delivering an average 6% engagement rate. Proof that a locally tailored strategy, executed on a national scale, makes all the difference.
The quality of their work is consistently excellent. Their deliverables are polished, relevant, and perfectly aligned with our expectations. The team is always committed to helping us achieve our objectives while also challenging us when needed, which brings genuine added value to our partnership.
Kimberly MARTIN : Marketing Communication Lead