Campanie
General Information:
Strategic approach:
| Strategic approach: |
CONTEXT: When it comes to food, the new generations are more interested in products from abroad, leaving local products created by hard-working artisans outside their groceries. But Kaufland has always helped the Romanian local producers to remain attractive and authentic through its private-label range of products, “Vreau din Romania”. Unfortunately, we are in a scenario where everything that means original Romanian products risks remaining stuck on store shelves. OUR CHALLENGE: How could Kaufland reconnect a generation that’s losing interest in Romanian traditional and authentic food products? To complete its cultural mission, Kaufland set the following objectives: BUSINESS OBJECTIVES: #1. Sales Increase sales of the “Vreau din Romania” private-label range in a very saturated food market, dominated by import products and driven by price, novelties, and promotions. Therefore, winning a +1pp market share versus the previous year means A LOT in this context. Communication objectives: #1. Visibility Turn our private label range “Vreau din Romania” into the most well-known food brand on SoMe. Reach at least 4 million views of our social media content on all Kaufland platforms. #2. Engagement Increase engagement rate on all Kaufland platforms (Facebook, IG, TikTok, YouTube) by 100% versus the month before the campaign. OUR APPROACH We used the only 100% traditional thing that all Romanians utilize without realizing it: funny traditional expressions based on Romanian food. In a world where cultural references come from all meridians, the phrases that color our speech are at risk of being forgotten. Hence, we needed to encourage the young generations of Romanians to bring back into the spotlight our traditions and authentic food products made according to our old recipes, which were in danger of being ignored on hypermarkets’ shelves. |
Execution:
| Images: |
|
| Video Link: |
