Macromex - Frozen Freshness

Information

Campaign: Frozen Freshness
Client: Macromex
Brand: Edenia
Submitted by: Publicis România/Publicis One
Contributing Agency: Starcom

Background/Objectives

Strategy

Results

Background/objectives:

The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.

Strategy:

Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.

Results:

The campaign helped Edenia grow 3 times more then the frozen food category.