Campanie
JM
Romanian brands tend to portray local food as an archaic, monotonous, pastoral affair. We needed to make Lidl’s range of Romanian tastes stand out.
Set against the backdrop of interwar Romania and written to sound just like actual urban legends, these cinematic stories capture the last glory age of our country. Instead of the archaic narrative Romanian food usually gets, Cămara Noastră, Lidl’s private label, presented another slice of Romanian tradition. Atmosphere and recipes were recreated in Romanian-style plots containing our traditional…passion, betrayal, fallen heroes and delightful villains.
The premiere two episodes of the mini-series feature interactive control as viewers could choose alternative storylines and different endings for the legends.
The campaign was launched on 28.02.2019 and will end in December 2019.
Set against the backdrop of interwar Romania and written to sound just like actual urban legends, these cinematic stories capture the last glory age of our country. Instead of the archaic narrative Romanian food usually gets, Cămara Noastră, Lidl’s private label, presented another slice of Romanian tradition. Atmosphere and recipes were recreated in Romanian-style plots containing our traditional…passion, betrayal, fallen heroes and delightful villains.
The premiere two episodes of the mini-series feature interactive control as viewers could choose alternative storylines and different endings for the legends.
The campaign was launched on 28.02.2019 and will end in December 2019.
General Information:
Strategy:
| Strategy: |
Romanian brands tend to portray local food as an archaic, monotonous, pastoral affair. We needed to make Lidl’s range of Romanian tastes stand out. Strategy: showcase and create authentic, yet original Romanian flavor, making Cămara Noastră stand-out among other brands of local food. We identified Romania’s interwar period as a stage where unexpected narrative could happen, presenting a rich and original universe. Lidl needs to attract the broadest audience possible. For this image campaign we focused our attention on the Romanians with a taste for drama, and also for great local food. Core Target: women (decision maker) 25-45 y.o., medium and superior studies Broad Target: men & women, urban areas, all range of income, medium and superior studies Niche Target: foodies and all-around traditional taste aficionados. |
Execution:
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