Campaign: Frozen FreshnessClient: MacromexBrand: EdeniaSubmitted by: Publicis România/Publicis OneContributing Agency: Starcom
Background/objectives:The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.
Strategy:Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.
Results:The campaign helped Edenia grow 3 times more then the frozen food category.