The DDB agency approached the campaign very creatively. All visuals were illustrated and used individual sandwich ingredients as characters in a soap opera (Mozzarella, Basil, Chicken, Tomato, Focaccia…). The result was very unconventional and funny in its “loopiness”.
The media strategy combined television, internet and dailies.
TV spots circulated in two versions; here is only a short transcript of the Mozzarella spot. Mozzarella informs Chicken that his father passed him his remaining shares, so now they will be able to overtake the whole sauce market. Chicken asks Mozzarella how they will do it. Mozzarella replies that Tomato, who is listening behind the chair, has got connections. Tomato agrees. Mozzarella continues: “A few days ago, my security guard caught Tomato running around with Parmesan Sauce in his father-in-law’s garden.” At that moment Basil and Focaccia enter the room. “What’s going on, Basil?” Chicken asks. “Listen, everybody. Focaccia wants to tell you something,” Basil says distractedly. “Chicken has asked me to marry him.” “Welcome to the family,” Mozzarella says.
Along with the TV spots the internet microsite www.kureciroman.com was launched. On this website the visitors could find the family relationships among the individual ingredients, a detailed description of their history, traits of character and hobbies, the tangled web of their relationships, and the like. People could also play games or watch the spots familiar from TV.
For promoting the microsite we chose the internet communication based on distribution of direct mail worded as follows: “Hello, I’ve been looking for you for so long – and I’ve found you at last! I believe that our relationship will be as harmonious as with Focaccia, as passionate as with Ciabatta, and as saucy as with Tomato. Come and visit us on www.kureciroman.com. Love, Chicken.”
We sent e-mails with viral videos over the Admass, Centrum.cz, Seznam.cz and Atlas.cz databases, we sponsored xchat.cz, we had a hyperlink on Libimseti.cz and a commercial announcement on Spoluzaci.cz.
The campaign was, as regards sales, above-average and met with positive response from the public. On the website people could send Chicken e-mails, which were mostly amused and positive. Some even called for the continuation of the soap opera. Chicken himself answered some of the e-mails.
The campaign affirmed our assumption that communication with young target groups should be funny, clever and original. Only then it works in both directions as a dialogue, and has a positive effect both on building the brand’s image and the sales.
