On the Gobeljić family farm from Veliko Selo, grandma is the first one to get up. She tends for the garden and picks the fresh fruits and vegetables. Soon, she is joined by other members of the household, as it is well known that there’s a lot to be done on a farm. Everything has to be ready when the MAXI truck arrives…
“Traditionally, consumers in Serbia prefer to buy their fresh fruits and vegetables at the ‘green market’, especially because they build a relationship of trust over time with some of the sellers. This habit of buyers was the biggest challenge, but also an incentive to create for MAXI a campaign that will in itself have a personal touch and a human story. In order to bring MAXI market closer to the buyers as an ideal place to buy fruits and vegetables, we presented the families which for years now produce fruits and vegetables specifically for MAXI, respecting the strict standards of quality and health safety of food,” said Slavko Marković, Group Account Director at the agency McCann Beograd.
“It’s very important for us to build relationships full of confidence, both with our consumers and our agency. It is essential for the consumer to find in MAXI supermarkets everything they need for their family, and the quality of food and health safety is what we insist on every day. We want to provide them with a superior shopping experience and to inspire them to a fresh choice. The campaign ‘You know what you are buying‘ is an excellent indicator of the quality of cooperation that we have with the agency McCann, but also the real answer to the needs of our customers to learn about the origin of foods that they can find every day on the shelves of our supermarkets. They want to know where their apples or lettuce come from, and with this campaign we offer them the answer to these exact questions,” said Ana Tiljak, marketing manager of MAXI.
The slogan of the campaign is “You know what you are buying”, and was created to bring together what MAXI already is and what it aspires to be.
CREDITS:
Creative Director: Jana Savić Rastovac
Creatives: Miloš Paunović, Slavica Guskić
Account: Slavko Marković, Vera Aćimović, Ana Babić
Strategic Planning: Katarina Pribićević, Aleksandar Milojević
Director: Miša Terzić
Production house: Media Plus
