PREMIA is the private brand with the widest range of food products on the Serbian market. This is the fact with which the members of the creative team of McCann Belgrade began the journey of the repositioning and redesign of this truly individual brand.
“From an irrefutable truth to a love story – this is the single sentence that describes our path – from the brief we received from Delhaize Serbia, to the strategy we worked on, very thoroughly, up to the final elements of the campaign,” said Jana Savić Rastovac, creative director of McCann Belgrade, adding: “We were thinking about what it is that is important to the target group – those who run our kitchens every day, all those wonderful women (and men) who always know the answer to that well known question: what’s to eat? And then we realized that PREMIA always has a ready answer for everything that is worthwhile and good.”
The strategy of repositioning of the brand began with a process of reflection on the future face of the brand, which would be its ambassador. Then came the work on redesigning and establishing the creative concept for the campaign. The intention was to make PREMIA a symbol of closeness in each communication contact, and a brand that is close to daily life.
“Working with the creative agency McCann was a very pleasant experience and I can now safely claim they have met our expectations. From working with the people in the agency, who properly understood the message that we want to tell with our brand, to the realization of the campaign, which gets new positive comments every day, and the most dear to us are of course the comments that come from those who are the bosses in our kitchens,” said Tanja Perović Al Hamashi, director of the private brand, at Delhaize Serbia.
The people responsible for the significant aspects of this project are:
Katarina Pribićević, head of strategic planning,
Miloš Paunović, copywriter,
Lidija Milovanović, Associate Creative Director and head of the rebranding team
Katarina Bošković, Nikola Nikolić and Bogdan Novaković, designers, rebranding team,
Iva Ćetković and Slavko Marković, Account Managers,
Đorđe Milidžan, Client Service Director, and
Jana Savić Rastovac, Creative Director of McCann Belgrade.
