Romania: New campaign launched by retailer LaDoiPasi together with Porter Novelli


The retailer METRO Cash & Carry launches, for the soft franchise network LaDoiPasi, a new campaign under the slogan “We are form here”. The project highlights the way the store became a meeting point in the community and the entrepreneur/owner is the host himself.

The campaign makes the leap from the functional communication, centered on the brand’s proximity attribute, to the emotional communication – the entrepreneur’s involvement in the community’s life.


«Suntem de-ai locului» illustrates three stories in LaDoiPasi’s community life. We proposed ourselves to catch real moments, in which the store’s owner is involved in clients’ daily activities, knows them and shares their passions: the movie, the fishing and the football. In our stories, the store becomes the mise en scene of those daily happenings, transforming them into a symbol of the community’s heart,” said Ana-Maria Balan, Creative Director Porter Novelli Romania.

The campaign tells the bran’s story through a series of three TVCs that capture the strong relationship between the LaDoiPasi entrepreneurs and the people in the community. Its purpose is the making the consumers familiar to the brand and raising their emotional attachment to it.

Moreover, the TVCs are completed by an online presence formed of three videos.

In the relationship with METRO, the entrepreneurs are the ones that bring a plus value to the franchise, as well as the community they live in.We want to build trustful and long-term partnerships with them and to support them in their desire to be there for their clients, while we are insuring them of their business’ independence. The relationship that the locals are developing is a special one, based on trust and mutual respect. Through this campaign we want to highlight the diversity of these relationships and the unique imprint the entrepreneurs have on the stores and their community

Geanina Ghiculescu,

Head of Retail Marketing, METRO Cash & Carry Romania

The integrated campaign takes place in between April-December 2019, nationally, with support on digital, print and  in-store.


  • LaDoiPasi: Geanina Ghiculescu – Head of Retail Marketing; Dana Bănica – Retail Marketing Manager;  Elena Boldor – Retail Marketing Specialist.
  • Porter Novelli: Florentina Dinu – Strategic Planner; Ana-Maria Bălan – Creative Director; Madalina Buhos – Copywriter; Tudor Nastase – Art Director; Raluca Petcu – Senior Account Executive.
  • Production house: StaySharp