The Syndicate and Unilever Food Solutions breathe an original air

Once with the Unilever Food Solutions relaunch and refresh in Romania, it was also launched the “Breathe an original air” campaign, signed by the Syndicate agency.

“The Syndicate understood UFS’s need for repositioning and matching with their clients’ necessities and expectations, succeeding, at the same time, to underline the importance of the company’s products and services in kitchens from all over the country” says Valentin Vernea, Head of Trade Marketing at the Syndicate.

Even more, the way the agency delivers this message is inspired by the personalities of Romanian restaurant owners and cooks and it is communicated in a friendly, energetic, carefully targeted manner.

The “Breathe an original air” campaign has its foundation in a research that pointed out the most prepared types of food in Romanian restaurants”, says Maria Gavrilescu, Channel Marketing Leader at Unilever Food Solutions. They found their place in the Unilever Food Solutions brochure that will reach thousands of locations nationwide, in order to be taken over by owners and cooks that want to refresh their menus, with minimum effort, time and money.

From a strategic point of view, the Syndicate agency chose a specific approach regarding the vivification of UFS product selling, involving the cooks at a personal level. In this way, they will show their cooking talent by posting an original recipe, that contains at least one UFS product as an ingredient, on the campaign’s website – The winning recipe will send its author to an unique cooking workshop in Dublin, Ireland.

The mechanism of the campaign didn’t ignore the business that is behind an attractive menu and managed to support it. This goal was achieved by offering a personalized kit (table tents and menu inserts) to each location that will order UFS products.

Through this campaign built by the Syndicate agency, new doors are opening in order to help restaurant owners and cooks breathe the UFS original air, by innovating their menus, but, in the same time, finding new solutions, created especially for the sake of the business’s value.

The Syndicate managed to go beyond the strategy “buy 2, get 3”, delivering, in a clear manner, UFS’s message of welcoming and supporting clients, helping in the operational processes in the kitchen and inspiring them to create healthy and attractive menus.

the Syndicate team:
Vali Vernea, Head of Trade Marketing
Ileana Anastasescu, Account Manager
Florin Olingheru, Creative Director
Adriana Bestea, Copywriter