Bucharest - Saatchi & Saatchi has created the latest image campaign for ‘Arnos', one of the most popular pasta brands in Transylvania, which last year became part of Tymbark Maspex România's brand portfolio.
Launched at the end of September, the campaign includes a mix of communication channels, like TV, radio, OOH and in-store.
The brand repositioning and communication campaign was made focusing on the main attributes of Arnos pasta: natural and simple ingredients and tradition, in direct connection with consumers' demands. "A good food is made with homemade ingredients" was the concept used by the Saatchi & Saatchi team to give the brand its authenticity.
"Like homemade" ("Ca făcute-n casă" in Romanian) is the new slogan used to re-launch Arnos pasta on the market.
The Saatchi & Saatchi team - Andreea Bagita, Cristina Garlan, Lucian Cernat, Irina Popp, Octav Ioniţă, Vlad Giogu, Laura Iane (creation), Bogdan Ioniţă (strategy), Elena Catanchin (audio-video production), Carmen Bardă and Bogdan Sonea (client service) - succeeded in combining all the ingredients needed for winning the pitch organized by the pasta brand owner.
"The direction presented at the end of last year, when we won the brand, was approved by the client with no changes at concept level, only a few execution-related comments, a thing that makes us proud. We were selected because we had the best proposal for brand repositioning strategy and for creation", says Carmen Bardă, Group Account Director, Saatchi & Saatchi.
Following the production process for Arnos pasta, the Saatchi & Saatchi team saw that it closely follows the traditional homemade pasta recipe, hence the idea for the image campaign slogan "Like homemade".
"Saatchi & Saatchi delivered the most suitable proposal for what the Arnos brand wishes to communicate: that it is a product with tradition, made with simple and natural ingredients, like homemade pasta. The brand repositioning strategy matches perfectly our current communication needs and the creative team understood from the beginning what our consumers want," said Cătălin Iagăru, manager in the instant marketing department, Tymbark Maspex România.
Nothing could have been more convincing in making the campaign's visual than the housewives who work for real in the factory as they do in their own kitchen, and who know very well the technological process and the ingredients used for making Arnos pasta.
The image campaign is regional, targeting mainly Transylvania.
See the film at http://www.youtube.com/watch?feature=player_embedded&v=NhkPjREUPb8
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