CohnandJansen JWT and Snack Attack launched together a campaign to promote company’s English Bread brand. The campaign is endorsed by the Romanian food blogger Viorel Copolovici, that is also member in the jury that will award the big prizes of the promotion.
CohnandJansen JWT made English Bread campaign following winning a pitch where were invited 3 other agencies. The campaign, with the bread promoted as “the best bread for sandwiches”, is communicating brand’s English heritage, through witty headlines.
English Bread is a bread assortment that addresses people that like to eat healthy. That is why we chose to collaborate for this campaign with one of the most popular Romanian food blogger Viorel Copolovici, well-known for his healthy and tasty meals
Strategic Planner CohnandJansen JWT
The campaign has two steps: product’s promotion and a contest for consumers.
The campaign started through a product promotional drive, that started on February 11th and ran on indoor in subway network and in transit, on company’s cars. The second stage of the campaign is between March 14th and June 6th and takes the form of an online contest with prizes, on English Bread website.
During the online contest, consumers must create their own sandwich recipe that has the chance to be included in Snack Attack’s menu. The participants must create an account on the website or to log with their Facebook account and to send the recipe, that will receive votes from the other registered users.
Contest prizes consist in vouchers to shop on Homedeco.ro. The 3 big prizes consist in vouchers of RON 500 each and will be offered after the jury will evaluate the recipes that entered the contest. The recipes from the big prizes winners will be included in Snack Attack’s menus. Also, during the contest, there will be offered 12 weekly prizes – vouchers of RON 150 each -, the criteria being the number of votes received from site’s users.
English Bread campaign is declined online – Facebook and website -, through stickers placed on products and POSM in stores. The campaign also includes a PR component.
CohnandJansen JWT team working on the campaign includes Alex Borsan – Strategic Planner, Ruxandra Mirea – Account Director, Ligia Calin – Senior Copywriter, Mona Petre – Senior Graphic Designer, Cosmin Nicola – Web Designer, Alexandra Visan – Senior Programmer and Lucian Moisei – DTP.
From Snack Attack, in the campaign are involved Carmen Strugari – Executive Director, Gina Stancu – Sales&Marketing Director and Oana Negru – Marketing Manager.
United Media handled the media for the campaign, through a team including Madalina Ionescu – Media Manager and Anamaria Dumitru – OOH Buyer
Cohnandjansen JWT is affiliated to the global network JWT.
JWT was one of the 1st full service advertising agencies (in 1864), the 1st international network (in 1899), the 1st agency that realized a testimonial (with Romania’s Queen for Ponds cream, in 1924) and the agency that realized the 1st TV ad in the world (1939). Also, JWT put the bases of planning, in 1968.
Cohnandjansen JWT Romania has in its portfolio clients such as Avon, Bayer (OTCs), Bunge (Floriol, Unisol), GarantiBank, Henkel (Perwoll online), Kraft (Jacobs, Jacobs 3in1, Nova Brasilia), MegaImage, Nestle (KitKat), Nokia, Praktiker (online), România Liberă, Snack Attack, Valvis Holding (Sâmbureşti, Aqua Carpatica) and others.