This idea was developed for a pitch with the objective to grow sales of Ardealul pate in Romania. Period for this potential campaign: November
General Information:
Strategy: Source of growth. We analyzed and determined that it is not feasible to bring category non-users because it is a decreasing category. Rather there is an opportunity to bring competition users, as there is no rejection of Ardealul and tend to be open to switching brands. Thus the source of growth are the 2.4 million competition buyers.

At the shelf the product converts well among consumer who take it into consideration. Thus the opportunity to grow is to convince more people to put it on their consideration set. To achieve this, we need to create a Blue Ocean brand positioning: which is unclaimed by any competitor, but is relevant and attacts attention.
So we mapped the positioning of all brands in the category on 6 basic human needs:
- Security: Bucegi, Mandy and Scandia
- Status: Bucegi and Scandia
- Variety: Ardealul, and partially Antrefrig
- Emotional connection: Bunica
- Growth: Hame
- Giving Back/ Contribution: Nobody
Thus the solution to grow is to position as Giving Back and Variety

How to achieve this positioning? Tradition x Giving Back x Unexpected
Tradition: Ardeal pate is associated with Ardeal region, which is considered: traditional, slow and steady, beautiful, and that various enemies are trying to steal it from Romanians
Giving Back: all protests and actions from the past years show that Romanians are starting to want more and more to improve Romania, to give back to create a better country for all
Unexpected: campaign period is November. The most important event in November is Black Friday. Yet there is a trend for civic sense, coupled with an increase of the interest for sustainability and minimalism.

This leads to the solution: Save Ardealul from Black Friday
This is an online platform where people can buy pieces of an abandoned village of Ardeal (e.g. fence, wall). But they do not receive an actual product, the money is used to rebuild a village in Ardeal.

The village is Rachita village, population 2 at present. One of these inhabitants is a hardworking ardelean who came back to his home village after 20 years abroad. He came back to renovate the village. Until now he has renovated 8 houses and a church. Thus there is already an initiative which we can amplify, rather than start from zero.
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