{"id":2239,"date":"2026-05-11T11:37:29","date_gmt":"2026-05-11T11:37:29","guid":{"rendered":"https:\/\/zooagencija.hr\/?post_type=portfolio&#038;p=2239"},"modified":"2026-05-11T13:01:10","modified_gmt":"2026-05-11T13:01:10","slug":"kaufland-alles-ima-i-cijena-stima","status":"publish","type":"portfolio","link":"https:\/\/zooagencija.hr\/en\/portfolio\/kaufland-alles-ima-i-cijena-stima\/","title":{"rendered":"Alles ima. I cijena \u0161tima."},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>Challenge<\/strong><\/h2>\n\n\n\n<p>Kaufland je percipiran kao destinacija za tjednu kupnju namirnica, no tu postoji jasan gap izme\u0111u percepcije i stvarnosti. Jer Kaufland realno nudi puno vi\u0161e nego \u0161to ljudi misle, ali to nije bilo dovoljno vidljivo u glavama kupaca. Zato je, u skladu sa zna\u010dajnim \u0161irenjem asortimana, posebno u non-food segmentu, bilo potrebno oja\u010dati percepciju Kauflanda kao supermarketa u kojem mo\u017eete prona\u0107i ba\u0161 sve \u0161to vam treba. Jer Kaufland je pravi, kako to \u010desto ka\u017eemo u marketin\u0161kom \u017eargonu: one-stop-shop.<\/p>\n\n\n\n<p>Kauflandu je osim \u0161irine ponude bitna i kvaliteta ponude, a dodatni izazov bio je i kako komunicirati tu kvalitetu. Naime, Kaufland je imao cijeli niz Best Buy Award priznanja za najbolje akcije, najbolju mesnicu, delikatese te vo\u0107e i povr\u0107e. Ali budimo realni: nitko ne \u010dita certifikate. U kategoriji gdje odluke nisu racionalne, nego su \u010desto plod dobro utabanih obrazaca i navika, bilo je potrebno napraviti iskorak.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kaufland - Alles ima. I cijena \u0161tima.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/7mb9oBdxDpo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Solution<\/strong><\/h2>\n\n\n\n<p>Vratili smo Tetku iz Njema\u010dke. Lik koji je prepoznat i upam\u0107en u kampanji za 5 godina Kaufland Carda, sada je dobio novi zadatak - otkriti kako je mogu\u0107e da je ponuda u Kauflandu zaista toliko dobra.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kaufland - Alles ima. I akcija \u0161tima.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/4cvnJL0xrCQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Tetka je sumnji\u010dava i ne preza pred metodama kako bi otkrila kako je mogu\u0107e da se u \u0161oping kolicima Tete iz Kauflanda nalazi tako dobar izbor tako kvalitetnih i povoljnih proizvoda. Za ovu kampanju kreirali smo cijeli niz TV spotova, sustav poruka prema segmentima ponude, POS, OOH, radijsku i digitalnu komunikaciju, a Best Buy Award nagrade osna\u017eili smo taglineom \u201cPotvrdilo i neovisno istra\u017eivanje i tetki iz Njema\u010dke\u201d. Jer tek kad tetka ka\u017ee da je dobro, onda je to to!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kaufland - Alles ima. I mesnica \u0161tima.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/vxnpI7leRt4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Rezultati<\/strong><\/h2>\n\n\n\n<p>Kampanja je kompleksnu retail poruku pretvorila u jednostavan storytelling okvir koji prirodno demonstrira tri klju\u010dne Kauflandove snage: \u0161irinu asortimana, kvalitetu svje\u017eih odjela i cjenovnu konkurentnost.<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kaufland. Alles ima. I svje\u017eina \u0161tima.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/MyHTZlXX3F4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Umjesto deklarativne komunikacije, brend je dobio dokaz kroz zabavno komunikaciju i time pomaknuo percepciju Kauflanda iz \u201csupermarketa za tjednu kupnju\u201d u \u201cone-stop shop destinaciju\u201d. Uz to, glavno lice kampanje, Tetka iz Njema\u010dke, prema obavljenom istra\u017eivanju, u\u0161la je u distincitve brand assets zajedno s logotipom Kauflanda i drugim va\u017enim elementima brenda.<\/p>\n\n\n\n<p>Kampanja je osvojila i struku. Stru\u010dni \u017eiri sastavljen od renomiranih kreativnih direktora dodijelio je ovoj kampanji srebrnu IdejuX u kategoriji Maloprodaja na Danima komunikacija koji su se odr\u017eali u Rovinju 2026. godine.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"860\" height=\"1024\" src=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-860x1024.jpg\" alt=\"\" class=\"wp-image-2253\" srcset=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-860x1024.jpg 860w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-252x300.jpg 252w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-768x915.jpg 768w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-1290x1536.jpg 1290w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-1719x2048.jpg 1719w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV-10x12.jpg 10w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ALLES-IMA-KV.jpg 1800w\" sizes=\"auto, (max-width: 860px) 100vw, 860px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"483\" src=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh-1024x483.jpg\" alt=\"\" class=\"wp-image-2252\" srcset=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh-1024x483.jpg 1024w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh-300x141.jpg 300w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh-768x362.jpg 768w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh-18x8.jpg 18w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ooh.jpg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-1024x768.jpg\" alt=\"\" class=\"wp-image-2255\" srcset=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-1024x768.jpg 1024w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-300x225.jpg 300w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-768x576.jpg 768w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-1536x1152.jpg 1536w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB-16x12.jpg 16w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/BB.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Radijski spot<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-audio\"><audio controls src=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/Kaufland-Alles-ima-i-cijena-stima-Image-RC22-C-v19.mp3\"><\/audio><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"309\" src=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka-1024x309.jpg\" alt=\"\" class=\"wp-image-2260\" srcset=\"https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka-1024x309.jpg 1024w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka-300x90.jpg 300w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka-768x231.jpg 768w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka-18x5.jpg 18w, https:\/\/zooagencija.hr\/wp-content\/uploads\/2026\/05\/ljubi-tetka.jpg 1314w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>","protected":false},"featured_media":2241,"template":"","tags":[19],"portfolio_kategorija":[6,4,10,11,17,9,8,5],"class_list":["post-2239","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","tag-izlog"],"acf":[],"_links":{"self":[{"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/portfolio\/2239","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/types\/portfolio"}],"version-history":[{"count":8,"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/portfolio\/2239\/revisions"}],"predecessor-version":[{"id":2263,"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/portfolio\/2239\/revisions\/2263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/media\/2241"}],"wp:attachment":[{"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/media?parent=2239"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/tags?post=2239"},{"taxonomy":"portfolio_kategorija","embeddable":true,"href":"https:\/\/zooagencija.hr\/en\/wp-json\/wp\/v2\/portfolio_kategorija?post=2239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}