Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Today, when customers see green and white My Brands stamps on Mercator’s shelves across Slovenia, they already know what’s in store for them: the special offering of Slovenia’s best brands, and more and more in their original formats and in exclusive packaging.
Mid-last year, when My Brands are the Best Brands campaign made tours in Slovenian media, followed by the soundtrack of Mojzer’s song Ti si rekla sonce (You said sunshine), it was joined by leading brands such as Perutnina Ptuj with their Poli, Ljubljanske mlekarne with their Alpsko milk, Žito with their Zlatno polje and Atlantic Grupa with Cockta. The regular part of the partnership from the very beginning was extensive media distribution, from television and radio through print and OOH advertising, to digital channels.
The nostalgic spot directed by Nejc Pohar started in the attic, among the relics of parental youth, and ended up with their daughter and her peers among the shelves where the acquaintances, much like the brands, felt at home. There they met again for the New Year’s campaign, and wore some special costumes for the Christmas-New Year’s holidays.
Besides reputation, tradition and popularity, all partner brands are characterized by another common feature: persistent aspiration to push forward, both in search for top quality ingredients and in production processes leading to the final product. This top quality was proven by the highest honours at the Agra Fair in Gornja Radgona, the most important gathering and competition of Slovenian food, meat and agricultural champions.
An integral part of the popularity of great brands is their memorable communication. Who doesn’t remember the first time they heard about Fructal’s juice being created in partnership with nature! Who doesn’t remember seeing the TV ad with Čokolešnik for breakfast that says: it’s like eating a big chocolate with hazelnuts?
Yes, communication is the integral part of the success of big brands, some of which are present in our everyday life for more than half a century. That’s why walking through the isles is a kind of walk through the gallery of shopping habits and favourite brands, and the images associated with them that have been embedded in our memory. Walk around the shelves and you’ll be surprised how many of the top domestic brands you will find labelled with the My Brands green stamp.
This year, when more than 50 (fifty) brands joined the partnership, the ambitions are even greater: serial communications throughout the year – new/old brands and new incentives for loyal customers – for those who literally collect brands.
In the Spring campaign Let’s collect brands, which has been ongoing for more than a month now, customers enter the Mercator gift card sweepstakes for 10 Gorenje Retro Fridges. The big red fridge with magnets of local brands became the basic symbol of the entire campaign, and you can see it at every step.
The brands with the “magical power” this time are: Žito (Zlato polje), Perutnina Ptuj (Premium Natur) and Barcaffe coffee, which were joined by Delamaris, Zelene Doline, Z’dežele and Čokolešnik. In addition to the premium partners in Mercator’s campaign that promotes affiliation with local brands, a host of other partners participate, and all of them are tied with the common desire: How to use the best brands to best satisfy the best connoisseurs – buyers!