McCann Bucharest puts “Milk before everyting” for  Albalact

Ads, Creativity

McCann Bucharest is the communication agency for the Romanian traditional brand Albalact from Albalact Romania, leader on Romanian dairies market and company with 40 years of tradition within the industry/

The collaboration between McCann and Albalact started in October 2015, with the new image campaign for Albalact, who has a new visual identity meant to consolidate its position within the traditional segment.

I am glad McCann is working again for a brand in this category. And it isn’t just any category, it’s one very dynamic, beautiful and authentic. During the last period, McCann Bucharest added to its portfolio international clients, so we are happy to start now a partnership with a local client who communicates local and authentic values and traditions. Welcome to Albalact client within McCann family and we hope to have a long and successful partnership

Sagit Tzur Lahav,

CEO McCann Bucharest

Key Visual Albalact

The new Albalact “Milk before everything” campaign is a true spectacle of sounds and images where milk is the hero, an ode for milk which, through care and love of people from Albalact, transforms in all those good products everyone grew up with, including butter and cream.

The new campaign is communicated on TV, in store and in social media, until summer 2016. The ads were filmed in Bucharest and Milan, with support from Studio Set and Ardaco Tabletop production houses, with Damian Groves – director, Romanian Rapsody by George Enescu as soundtrack and photo from Greenmind Studio.


McCann Bucharest: Catalin Dobre – Executive Creative Director, Alexandru Dumitrescu – Executive Creative Director, Valentin Lica – Copywriter, Robert Soparlache – Art Director, Arpad Rezi – Art Director, Roberta Schuster – Designer, Gabriela Alexandrescu – Group Account Director, Beatrice Iftimi – Chief Growth Officer, Diana Ceausu – Head of Strategy, Madalina Bozeanu – Strategic Planner, Mihaela Vasilescu – Account Manager and Oana Grigore – Senior Account Executive

Albalact Romania: Stephane Batoux – General Manager, Cristina Miclea – Marketing Director, Liliana Negrescu – Senior Brand Manager, Ioan Ungur – National Trade Marketing Manager and Iulia Doru – Trade Marketing Specialist