The AMA Quality Seal Always On campaign enters a new phase of development in 2026 with the message “Look for it when you shop”. Following the successful establishment of awareness and trust, the focus of the broad-based information campaign is now on the purchasing decision in the grocery retail sector.
Since its launch in 2023, the AMA Quality Seal campaign has established itself as a cross-media brand platform and sustainably strengthened key brand values. With brand awareness of nearly 90 percent and a trust rating of around 65 percent, the state-recognized quality seal now has a strong foundation. Michael Scheuch-Schmid, Head of Marketing and Brand Management at AMA Marketing , emphasizes: “Now it’s crucial to translate this high level of awareness and trust into concrete purchasing decisions at the point of sale. Consumers will be consistently reminded with the message ‘Look for it when you shop’ to pay attention to the AMA Quality Seal and thus consciously choose high-quality regional food products.”
Focus on purchasing decisions at the supermarket shelf
Seven new 15-second commercials, along with supplementary social media ads, focus on purchasing decisions in the grocery retail sector. The AMA quality seal serves as a guide. The ads feature different product categories – from milk and dairy products, fresh meat, fruit, vegetables and potatoes, bread and pastries, ham, bacon and sausages, as well as eggs – and showcase the available options directly on the shelf.
The new information campaign relies on dynamic visual language and high brand recognition.
Broad media mix for maximum visibility
The campaign will again be rolled out across a comprehensive media mix in 2026. The combination of TV, online video, social media, radio, and point-of-sale materials ensures consistent visibility throughout the entire customer journey – from planning the purchase at home to the store and right up to the shelf. The advertising materials were consistently designed with an online-first approach, and media placements were strategically targeted to peak shopping times.
The TV and video planning deliberately focused on 15-second advertising spots. This allows for a higher airing frequency with the same budget compared to 20- or 30-second spots, further increasing the campaign’s visibility throughout the year.
With a planned media volume of around 1.5 million euros, the AMA quality seal Always On campaign continues to be one of the most widely used origin and quality communications in the Austrian food market.
