Every grocery chain claims to be the most supportive of domestic producers. Numbers about thousands of domestic products are thrown around, so one chain claims to have listed 1,000 products, only for another chain to boast the following week that they can even sell 1,500 domestic products. However, the race for numbers is easiest won by simply skipping it. Customers are actually not interested in numbers, but in authentic offers and authentic communication - just like the one we offered Konzum for their domestic product promotion project.
Best of Croatia is a new communication platform for Konzum in which Konzum emotionally, poetically, and honestly talks about the difficult situation in which the "most beautiful country in the world" - our Croatia - is currently in. However, the brand narrative that we present with this campaign offers hope and much-needed optimism. In the campaign, we present heroes, domestic producers of all types and sizes who remain in our country and do not give up on the idea that we can also live from the land, the sea, and the fruits of our labor. At the same time, through the campaign, Konzum wants to support domestic producers, but also to raise awareness among consumers about the importance of buying domestic products.
In the second wave of the campaign, Konzum launched a call for collaboration to all small domestic producers who, due to their small production capacities, have not had the opportunity to present their products in large retail chains. The campaign also received numerous extensions. We presented the offer of fresh Adriatic fish, which comes to Konzum twice a week, with a special TV spot in which we communicate the origin of the fresh fish that can be purchased in Konzum's fishmongers in an authentic way.
Konzum leads in the sale of fresh Adriatic fish, so we presented its quality and health benefits to customers through a series of TV commercials.
The domestic offer does not only consist of fresh meat, fruit and vegetables from small producers. There are also large producers and brands that customers love and have been buying for decades. Therefore, Konzum included the best domestic brands in its communication by offering them space for promotion and thus further strengthened its position as a retailer with the most domestic products. To this end, we made dozens of hard sell spots for the best domestic products. Of course, in line with the spirit of the campaign, we redefined the concept of a hard sell spot and made them more interesting and useful for viewers.
An important part of the campaign was audio branding. We used the same basic musical theme throughout the campaign, but in different genres. For example, we heard it in a choir, a capella, and hard sell performance in different spots. In creating this emotional campaign, we were helped by TV commercial director Nikola Ležaić, director of photography Aleksandar Pavlović, photographer Damir Žižić, composer Dubravko Robić, production company Švenk, with producers Nina Petrović, Nerma Merhadžić, and Mirna Fakin, while Keyline creative studio was responsible for animations.
