CONTEXT: THE PORK MEAT CATEGORY IN ROMANIA – LACK OF DIFFERENTIATION
According to a 2017 study by Magazinul Progresiv, 86% of Romanians eat pork at least once a week, but 61% of them do not know the brand of the meat they buy. Proximity and aspect are the key factors in choosing the meat in shops. When it comes to our national grilling meat, mici, own labels of large retail chains are the top choice for consumers. This si problematic as very few things are known about the provenience of this meat, in a context where Romania is able to ensure only 30% of national pork meat consumption from Romanian farms, the rest being import meat (client data).
Periș is a brand with a lot of history in Romania, once the most well known slaughterhouse in the southern part of the country. The brand was relaunched in 2015, when it was taken over by Agricover, with sustained innovation investments. Periș works only with local farms and ships meat to brand shops and retail chains in cities close to its slaughterhouse, thus ensuring the shortest time from slaughterhouse to shelve (30 hours). Therefore, Periș differentiates itself on the market by offering fresh, Romanian pork, and a taste study done by the brand with 800 subjects in 2018 placed Periș mici on 1st place in terms of taste.
The problem: After brand relaunch in 2015, the focus was on getting the right quality for the products, but with little communication. Therefore, consumers were not aware of the unparalleled quality of Periș products.
Barbequing in Romania is an institution and the traditional mici (minced meat rolls) should be a national symbol. Saying „mici” is enough to describe a specific type of barbeque: deeply Romanian and masculine, a social occasion more than an eating one, when people kick back with friends and family and have a good time.
The first barbeque of the season is officialy on 1st of May (Worker’s Day), but in 2020 family gatherings were not permitted due to Covid restrictions until May 15. So our audience was left craving for some juicy fresh barbequed mici and with the plan to make the most of any barbequing occasion throughout the summer.
TARGET: BARBEQUE MEN
Our campaign addressed a core target of urban men 25-35 with average income. They use the internet and YouTube, specifically, for entertainment purposes. They enjoy seeing the stars that they admire in more authentic, informal and un-staged settings. That is why they follow them on social media or watch online shows where they are guests, with a more relaxed format than classical TV.
Even though cooking tutorials and recipes are a huge content niche online, the only cooking-related content that they watch is related to barbeques. They watch this to confirm their own barbequing skills – a fact that is demonstrated by the many criticizing comments from men on videos claiming to demonstrate “the perfect barbeque technique”. This is because traditionally in Romania, barbequing is a form of expressing masculinity and flexing some grilling skills.
INSIGHT: THE TASTE TEST - THE CLIMAX OF ANY BBQ
Even if barbeques are not primarily about food, the entire activity and socializing taking place around the grill leads to one key moment: The Taste Test. Even the most fun barbeque is deemed a failure if the mici are not tasty and perfectly grilled.
CHALLENGE: build awareness for Periș fresh barbeque meats (specifically mici), in a crowded category, dominated by generic store brands.
APPROACH: Dramatize the freshness of Periș mici, guaranteed to help any barbeque enthusiast pass the taste test.