Leo Burnett Romania signs “Live fresh!” campaign for Kaufland

Ads, Creativity

Leo Burnett Romania and Kaufland launched „Live Fresh! manifesto, which is both a new communication campaign for Kaufland and an encouragement towards a new lifestyle.


A contribution to the new lifestyle is represented by the fresh products available daily at Kaufland and the always fresh perspective people are encouraged to have over things.


What we were looking for in this repositioning was to get out of the set pattern. “Live fresh!” allows an intimate translation, in which everyone can decide what is the meaning; it is the title of a coherent project for good life, a great one, on multiple levels. We are inviting people to throw away the automatisms for a fresh perspective that can get them something new, a fresh thinking, more ambition for life. To live every moment while is fresh, because every day has a decisiv role in the way our soul is shaped

Ada Musat,

Copywriter Leo Burnett Romania

fructe frumoase2

This life philosophy appears when you have a strong base, fresh and healthy food. It is important to make time for a healthy meal, to take seriously our craves, to enjoy culinary experiments. And Kaufland proposes and supports this philosophy with fresh products brought to shelves every morning

Alex Nimurad,

Art Director Leo Burnett Romania

pepene galben

With this campaign, Kaufland Romania starts a project on national level, targeting all Romanians: the digital platform www.traiestefresh.ro, where readers can find permanently new challenges and experiences lived for the first time in life. The campaign debuted in the start of July and includes in-store, TV, Radio, Online and OOH.


  • Leo Burnett Romania: Razvan Capanescu – Chief Creative Officer, Adina Teodorescu – Group Creative Director, Ada Musat – Copywriter, Alexandru Nimurad  – Art Director, Cosmin Ezaru  – Senior Art Director, Mihai Mateescu – Digital Art Director, Dinu Gojan – Art Director, Alexandru Covrig – Art Director, Irina Carbunescu  – Senior Strategic Planner, Adela Sescu – Account Manager, Ioana Carp – Account Manager, Ioana Samoila – Social Media Manager, Andrei Florian – Digital Strategist, Dominic Timotin – Head of Development, Alexandru Nicolescu – Digital Project Manager.
  • Kaufland Romania: Irina Grigore – Marketing Director, Alina Golopenta – Acquisition Director, Alexandra Cirstea – Digital Manager.