PIK Vrbovec has created a new communication platform, whose first wave has just ended, in collaboration with the Bruketa&Žinić&Grey agency, giving an additional, emotional value to their communication that has been focused primarily on the functional benefits of the product, and the campaign comes in the year when PIK marks 80 years of existence.
Boris Jaranović, marketing director of PIK Vrbovec, said: “The goal of the new campaign was to stimulate the consumer’s emotion and remind them why they choose PIK. Namely, PIK Vrbovec in Croatia covers nearly 40% of the needs of the market for red meat and meat products, and is the first consumer choice in the categories it produces. The Bruketa&Žinić&Grey agency excelled in turning our vision into action, and has revived it in the campaign We have the PIK on the right thing and we believe this campaign is just the beginning of successful cooperation.”
Goal of the new campaign was to highlight the higher purpose that food has for all consumers – the emotion it triggers. On that track, Bruketa&Žinić&Grey took the PIK’s comprehensive driving force as a strategic direction for the new platform.
“With its action, PIK drives the right things, and hence the slogan We have the PIK on the right thing, which is modular and can be creatively adapted to different situations. The first campaign based on the new platform focuses on the 80-year-old presence of the brand in real moments of its consumers,” the agency said in a statement.
In addition, the agency has set up a complete digital strategy based on the presentation of PIK’s products in real life situations, based on the results of a deep study of consumer habits and perceptions. In tactical terms, communication has been divided into image and occasion communication through display advertising with specific content, then through Facebook, Google, YouTube and influencers, and the agency has created a special landing page on the PIK website.
“This is the beginning of a long friendship. We are happy that PIK and we share similar values and that we have a PIK on successful campaigns,” said Nikola Žinić, chief creative officer at Bruketa&Žinić&Grey.
CREDITS:
PIK / Boris Jaranović (Marketing Director), Maja Karamarko (Brand Manager), Mia Muller (Corporate Communications Manager), Tomislav Vincelj (Head of market research), Tomislav Porobić (Head of Trade Marketing Department)
Bruketa&Žinić&Grey / Nikola Žinić (Chief Creative Officer), Ivo Payer (Creative Director), Valentina Bugarin (Account Director), Ivan Kovačević (Digital Director), Vanja Činić (Senior copywriter), Tomislav Šestak (Designer), Marko Zabrdac (Account executive), Andrea Svilokos (Digital account manager), Josip Buzov (Junior strategic planner), Vedran Firkelj (Digital production manager), Radovan Radičević (Head of DTP)
Komakino (Production house) / Martina Fras (Producer)
Bruno Anković (Director), Aleksandar Ilić (Photography Director)
Domagoj Kunić, Ivan Šardi (Photographers)
Komunikacijski laboratorij (PR agency)
Promedia Group (Media agency)
