Graffiti BBDO signed the communication campaign for the latest Albalact launch, marking up company’s entrance on “ready meal” segment with Raraul brand and MBS – traditional Romanian food – polenta with cream and cheese.
The launch of Raraul MBS is part of Albalact’s strategy to extend its brands and their portfolios on dynamic segments with growth opportunities.
The communication campaign continues the communication concept that boosted Raraul, focusing on its main values (natural, fresh, healthy food) and underlining the practical characteristic of the new product.
The dare was to underline the functional innovation Raraul brings by launching the first MBS and to position the new product for a certain type of consumer and with a certain moment of consumption: fast launch at the office. The campaign is about how easy it is now to enjoy an MBS anywhere and anyhow
Strategy Director Graffiti BBDO.
The teams working on the campaign included
- Albalact: Cristina Miclea – Marketing Director and Elena Solianic – Brand Manager Raraul
- Graffiti BBDO: Alex Strimbeanu – Creative Director, Cristian Scurtu – Senior Copywriter, Alexandru Malaescu – Senior Art Director, Viorel Samoila – Graphic Designer, Dan Sendroiu – Strategy Director, Roxana Hrimiuc – Group Account Director, Oana Preda – Account Manager, Liviu Isop – AV Producer.
- Production House: Carlo Production, Director: Dan Munteanu and DOP: Vitalie Brega.
The campaign include, besides the TV ad, also a national campaign of in-store sampling, online communication and PR