La Minut - The Holiday Feast
Campaign: The Holiday Feast
Brand: La Minut
Client: Orkla
Submitted by: Jazz Communication
Background/objectives:
Drive a double digit growth in market share, from December 2017 to December 2018, by repositioning La Minut to fit the Christmas occasion, but with minimal media efforts and no product or packaging upgrade.
Strategy:
Capture the authenticity and realness of a Romanian tradition that has been around for centuries, by putting meat preparations in the center of the story. Yet beyond a demonstration strongly rooted in our tradition, we felt that La Minut needed something extra to stand out – we didn’t have a fancy packaging, nor a sophisticated product experience, but what if we would appeal the only way we could “talk” premium - a more sophisticated execution, from treatment to storytelling, in contrast with the economy category.
Results:
But aside how impact is measured, La Minut managed to deliver an outstanding impact in business with almost only two months of airing the „The Holiday Feast” campaign.