McCann Sarajevo was tasked to develop a creative concept for a campaign through which Konzum, the largest regional retail chain, would promote a new line of local products prepared in cooperation with local manufacturers according to traditional recipes, and which represent high-quality, healthy products prepared from carefully selected and exclusively domestic ingredients. The aim of the campaign was to highlight the retailer’s support for the production of traditional products in Bosnia and Herzegovina, as well as its role in strengthening of the domestic economy.
The creative team of McCann Sarajevo responded to this significant challenge with a concept called “The tradition of my country, in the hearts of our generation”, through which Konzum is recognized as a store that offers the flavors of tradition in the finest local products.
“We have already achieved the set goals. 60 products have been marketed so far in the range ‘Tradition of my Country’ and that number will increase. These products carry recipes from the fertile fields of Posavina, Herzegovina and the Drina valley, as well as Sarajevo and Banja Luka regions known for their traditional production and preparation of food,” said Irena Miličević, Director of Marketing at Konzum Sarajevo.
The campaign is brought to life through all channels of communication, and the creatives of McCann Sarajevo were engaged throughout, from the logo design, to the production of a TV spot. They also made a radio spot, ads in newspapers, visual solutions for outdoor advertising and point of sale, and web banners.
“The campaign was developed over several months, ie from September last year until January this year, and it was really a very complex and comprehensive creative process. The biggest challenge was to link elements of the traditions of people from different parts of BiH and present them in a single campaign,” explained Edin Hrenovica, Account Director, McCann Sarajevo.
The special charm of the campaign, according to the agency McCann Sarajevo, came from the promotional video for the song Tradition of my Country in which typical landscapes of Bosnia and Herzegovina are presented, as well as traditional food production methods.
“Tradition is passed on from generation to generation, and through the video and the song we wanted to send a message to all people in Bosnia and Herzegovina, to all partners and customers, to cherish the traditions of their country and to love local produce, and to convey this message to the generations to come. In addition, this musical achievement best describes our country, its values and beauty. We are pleased that we have worked with the talented and experienced team of McCann Sarajevo,” concluded Irena Miličević.
The song and video, whose production was also coordinated by the agency McCann Sarajevo, soon became the trademark of the campaign. The lyrics were written by Fahrudin Pecikoza, music and arrangement are by Željko Joksimović and it is performed by eminent artists: Amira Medunjanin, Marija Šestić, Halid Bešlić and Duško Kuliš, so this new line of domestic products also received the additional support of local music stars.
