Romanian Saatchi & Saatchi signs the new image campaign for Arnos, a popular pasta brand in Romania that entered, last year, in Tymbark Maspex Romania’s portfolio.
The campaign, launched in the end of September, includes a mix of communication channels, among which TV, radio, OOH and instore.
The communication and brand re-positioning campaign was made focusing on the main attributes of Arnos pasta: simple and natural ingredients and tradition, directly linked with consumers’ demands
Saatchi&Saatchi team that won the Arnos pitch included Andreea Bagita, Cristina Garlan, Lucian Cernat, Irina Popp, Octav Ioniţa, Vlad Giogu, Laura Iane – creation, Bogdan Ionita – strategy, Elena Catanchin – audio-video production, Carmen Barda and Bogdan Sonea – client service
The direction presented at the end of last year, once with winning the brand, was approved by the client with no modifications at concept level, but only a few execution related comments, a thing that makes us proud. We were selected because we had the best proposal for brand repositioning, strategically speaking, and for creation
Group Account Director Saatchi & Saatchi.
Following the process to make Arnos pasta, Saatchi & Saatchi saw it respects closely the traditional home-made pasta recipe, so this was the inspiration of the slogan for the campaign.
Saatchi & Saatchi came up with the most suited proposal for what Arnos brand wants to communicate: that it is a product with tradition, made with simple and natural ingredients, home-made alike pasta. The re-positioning strategy matched perfectly our actual communication needs and the creative team understood from the start what our consumers want
Manager Instant Marketing Department, Tymbark Maspex Romania.