Campanie
JM
Penny Market wanted to let Romanians know that they have a fresh meat department in their stores. Specifically, they chose to focus on the minced meat roll recipes they sold.
We had to generate awareness and increase sales for the minced meat rolls by at least 30%.
The issue was that the fresh meat department had already existed for a while, but it was never communicated up to that point and consumers didn’t associate it with Penny.
We had to generate awareness and increase sales for the minced meat rolls by at least 30%.
The issue was that the fresh meat department had already existed for a while, but it was never communicated up to that point and consumers didn’t associate it with Penny.
General Information:
Strategy:
| Strategy: |
The first step was identifying the target audience that could resonate with our message. More precisely, we were talking to Penny Market customers, both regular and occasional that fit the following profile: adults aged 25-50, both male and female, with low to mid-level incomes who enjoy weekend barbecues and are constantly on the lookout for the best deals. In order to launch a service that already existed on a very competitive market such as retail, we needed to make an impact with our campaign so we banked on our strong points. One of those strong points, the Penny Market slogan, „Penny knows what you like”, reflected a consumer truth: Romanians shopped at Penny because the entire experience – prices, products, variety – was tailored to their needs. This helped us make a natural transition towards promoting one of the staple foods of Romanians: grilled minced meat rolls also called „mici”. There was only one piece of the puzzle left to be filled. To promote an iconic Romanian dish sold by a retailer who understands Romanians best, we did it in the most Romanian way possible: with the most beloved characters from the Romanians’ favourite TV show: Las Fierbinti. |
Execution:
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