Like Homemade” at Saatchi & Saatchi Romania


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


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…