The Rama 2012 Baking ad campaign received a bronze medal in the Packaged Food category at the 2013 Effie Awards Gala. Effie Hungary is operated by the Hungarian branch of the International Advertising Association (IAA) and the Association of Communications Agencies in Hungary (MAKSZ).
The award was founded in 1968 by the American Marketing Association in New York. Today the gala is organized in 40 countries.
BACKGROUND OF THE CAMPAIGN
Rama has been present in the baking margarine market for more than 40 years. With outstanding quality, its brand value remains strong and stable. Rama’s margarine is primarily chosen during the holiday season (such as Christmas and Easter), as consumers know that they are purchasing a quality product, which in turn guarantees their baking success. However, pressing market competition led to a search for new marketing tools.
AIM OF THE CAMPAIGN
Assessing the situation, we decided to focus our efforts on strengthening the brand’s market share. Our task was to plan a campaign theme based on the fine tradition of baking with Rama, which would be able to tie consumers to the product throughout the year. The brand’s 40th anniversary served as a good starting point for developing a loyalty campaign.
CREATIVE CONCEPT
Loyalty, an anniversary celebration, and favorite old customer recipes: our creative materials have been designed with this three-tier concept in mind, all the while visually following and staying faithful to the traditions of Rama. The campaign’s two phases appeared in two different visual forms, albeit they remained interlinked and consistent with each other. Besides certain visual elements of the creative realization, the two phases were connected through their voicing, their atmosphere, and other, strongly emotional notes they evoked: the concept of tradition, the warmth, and love of baking, family, and reaching back to family history, a light-hearted but intense connection to the past.
CAMPAIGN ACTIVITY PHASE 1
Assembling the Great Rama Book: in the first 6 months, we asked Rama users to send us their favorite family recipes with a photo and a story attached. The condition for entering was sending in bar codes from 1 kg of Rama margarine purchased, which in itself has been a significant gain since each participant had to buy 4 blocks of 250g or 2 blocks of 500g Rama margarine. Phase 1 was supported by a printed advertisement and a TV spot.
DISTRIBUTION OF THE GREAT RAMA BOOK: PHASE 1
The 104-page-long, hefty Great Rama Book could be accessed by mailing in bar codes that certified the purchase of 4.5 kg worth of Rama products. This phase received its own printed advertisement and TV spot, both with new creative content. Communication was aimed to create interest and maintain a hype activity for the completed cookbook. The main message of Phase 2 was centered around the following calling points: the anniversary Rama book; consumers’ recipes; authentic and true baking stories.
RESULTS
Between December 2012 and January 2013, Unilever sales increased compared to data from the same season of the previous year. The brand’s market share started to rise in July 2012.
Number of entries in Phase 1: 10 000
Number of entries in Phase 2: 77 000
SUMMARY OF THE CAMPAIGN
The 40-year-old Rama Loyalty promotion became a new milestone in the brand’s history. It proved effective in keeping both market shares and consumer loyalty. The renewed theme of the promotion started a mass movement within the group of baking margarine users and increased the brand value even further.
We have received overwhelming feedback from consumers detailing how happy they felt about this possibility. With Rama 40 Loyalty, a very special promotion has been realized: reading the letters and stories we received, we can safely say that for an entire year, Rama users were preparing their favorite desserts not only with Rama but with lots of excitement too.
RAMA CAMPAIGN STAFF
Gábor Papp (Creative Director)
Pál Remete (Creative)
Péter Radványi (Copywriter)
Ágnes Kapolka (Stylist)
Tamás Éber (DTP)
Imre Körmendy (Photographer)
László Kriskó (Spot director)
Zoltán Csincsi (Cinematographer)
EFFIE AWARDS GALA 2013
Award winners:
Pál Remete (Saxon), Gábor Papp (Saxon),
Éva Varsányi (Unilever), Balázs Csuzi (PHD)
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