Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Carnex Selection line of pate is already well known to consumers, and thanks to a wide range of interesting tastes it has managed to win over even the pickiest palates. The newest member of the Selection family of products is a very specific and spicy – Spicy Chicken. This pate gives aroma from the first to the last bite, and it tickles the senses of food lovers, which made the work on promoting this new recipe that much easier and more fun. The digital team of McCann Belgrade has created an entertaining, humorous campaign which promotes Spicy Chick on social networks.
Witty and sarcastic tone of communication alludes to the everyday situations that people encounter when a dear person is angry, sometimes for no reason. “When you’re advertising something new and unusually important, it is important to be interesting and memorable. And spicy things require spicy communication! That is why our dear colleague Spicy Chick came to our aid and with a couple of interesting solutions elegantly introduced new Selection pate on the market. We spiced things up in the pate market, but what can we say when chicks from our yard like stronger spices,” said Miloš Paunović, Copywriter at McCann Belgrade.
“When you are marketing a new product, it’s a real challenge to find a creative solution that will pop out, attract the attention and best present the product to consumers. At the same time, the aim was to make a clear distinction between classic tastes and new spicy pate. With ‘Spicy Chick’ we wanted to get out of the usual form of communication, to build a dialogue, to entice a reaction, and above all to leave an impression on the consumer we are addressing. Judging by the first reactions, we have achieved exactly that with the ‘Spicy Chick’,” said Tijana Katalinić, Carnex’s brand manager.
Creative team: Lidija Milovanović, Miloš Paunović
Accounts: Aleksandra Bradić, Milica Vojnović
Creative Director: Jana Savić Rastovac
Strategic planners: Aleksandar Milojević
Digital Team: Sara Vermezović, Vladimir Kondžulović and Sofija Jovandić
Digital Creative Director: Vladimir Ćosić
Production: Nebojša Ereš
Associate production: Fried