Romanian ad agency Jazz came up with a new campaign for Das Kaskaval, a cheese product from Muller, campaign focused on the maturation of the product.
The campaign includes a TVC and a series of videos for online presenting modern food recipes and Romanian celebrities cooking them. Since the start of the campaign, the online videos gathered together over 850,000 views.
The campaign was declined 360 degrees, focusing a lot on online, the prove being also the launch, with this occasion, of Muller’s website in Romania. The TVC opens the campaign and makes an introduction to the story, acting as a teaser for the online component, where the consumer is expected in the kitchen by Muller Das Kaskaval specialist and its Romanian celebrities guests (…) . The online ads are directing the target on Muller’s website, where the consumer can find more recipes and where he can join a contest with uber-prizes offered by Muller Das Kaskaval
Marketing Manager Muller
According to agency’s representatives, the creative executions are based on humor and fine self-irony. The online ads are supported with activations on brand’s Facebook page and by bloggers, who interact with the product and have the role to educate the consumer related to the unique taste of the product, which comes from maturation.
Besides online, TV and social media, the campaign includes also in-store materials and a promotion for consumers, having as stake 6 city-breaks and 60 recipe books.
- Jazz: Valentin Suciu – Creative Partner, Andreea Ghenoiu – Group Creative Director, Raluca Matei – Art Director, Mircea Tara – Copywriter, Diana Benko – Partner, Georgiana Neacsu – Account Manager
- Muller: Laura Simionescu – Marketing Manager, Bogdan Gheorghe – Brand Manager
- Production house: Film Factor, with Valentin Suciu – director and Jordi Rexach – DOP.
- Brand’s website is signed by Pukka, Webuzz handles social media promotion and 2Parale handled the online part.