Raftul bunicii is a premium brand, with a traditional look and feel, an important value for the typical, conservative Romanian woman. The challenge, however, was to conquer young, urban, modern women also, to translate traditional values and roles in a manner that is appealing and valid for them too.
General Information:
Strategy: Our objective was to successfully launch a superior quality, premium range of products with a rather traditional name on a market already dominated by established brands with a traditional discourse, having an entrenched, even fanatical user base.

Our strategy was to launch an all-out love offensive set to conquer the hearts and minds of young, urban & modern women in Romania, while showing them the way out of a major dilemma: how to translate traditional values and roles (either being a wife, a partner or a mom) in a modern world that demands so much from them.
Our basic line of thought? Love is the answer. In a world where getting “likes” is the main social currency, „Raftul Bunicii” shows them how cakes, pancakes, "cozonac" and pies make people really, but really mean it. 
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