Romanian Propaganda and Meda drop conventions in exchange for taste

Cristina Blanaru Ads, Creativity

Propaganda developed a new communication campaign for Meda Prod (processed meat products producer) with which it tries to convince Romanians to drop conventions and enjoy the taste.

The campaign, that runs under the tagline “Meda. Everything that’s tastier in meat”, includes 2 TV executions and a number of TV cuts that highlight some of Meda’s products: sausages and salami.

The campaign runs at national level, on generalist and niche TVs and includes ad materials to support in store promotions.

Meda’s meat products, especially the sausages, are known for their good taste. As it is the first communication campaign on TV for Meda, we wanted the ads to be at the same level with the reputation that products’ taste has (…) As the results from the first weeks of broadcasting show, it seems we managed this successfully. The agency came up with interesting creative proposals from which we chose to go ahead with 2 executions. Radu Jude, the director, had a decisive contribution by surprising the real Romanian atmosphere around a meal with guests organized at home

Mihai Dinculescu,

Senior Brand Manager Meda Prod.

The work for Meda’s image campaign was mainly based on team spirit, both between agency’s divisions and between the agency and the client. The results make us happy. We communicated very well with the client even from the start, we understood its needs and we managed to find out the best solution to shape the brand and make it known to the consumers

Adrian Tuluca,

Managing Director, Propaganda.

The campaign aims to increase Meda brand’s notoriety and to popularize its products’ portfolio among consumers and also to increase brand’s sales.

This year, MedaProd underwent a rebranding that saw the 2 brands in its range (Medalis and Numai Bune) consolidated under one single brand, Meda, that has a new positioning around brand’s main attributes: taste, freshness and quality. Propaganda Brand New developed for Meda a new visual identity, declined on the labels and in-store promotional signs, but also online, with the relaunch of  www.medaprod.com made by Propaganda’s digital team, V8 Interactive.

The teams working on the campaign included

 

Echipele care au participat la campanie:

  • Meda Prod: Mihai Dinculescu (Senior Brand Manager), Florin Rizea (General Manager)
  • Propaganda: Bogdan Moraru (Creative Director), Paula Rusu (Art Director), Andrei Dragota (Copywriter), Diana Caracota and Madalina Harbuz (Strategic Planners), Mihaela Giurca (Client Service Director), Adriana Tudoran (Account Manager), Marcela Moldovan (A/V Producer).
  • Production house: Strada Film with Radu Jude – Director