As the year comes to an end, we all reflect on the things and events that marked it. For me, memories of a successful year for Media Marketing come flooding back every day. There is so much, mostly good, that I will remember it for. I recall campaigns we wrote about, fascinating interviewees, and festivals where the best triumphed… Here, I want to highlight a campaign that stirred a whirlwind of emotions in me. It’s the campaign “Legendary Brands,” implemented by Konzum.
Through the project, which ran from November 4 to December 1, 2024, customers had the opportunity to reminisce about the products of legendary brands that marked their lives and share memories that connect generations. By purchasing products from the Legendary Brands group, customers collected points, and 30 lucky winners received cash vouchers for shopping at Konzum and Mercator at the end of the campaign.
Haris Arnautović, Head of the Marketing Department at Konzum, managing the Konzum and Mercator brands in the BiH market, said:
“We launched the ‘Legendary Brands’ project to evoke memories of products that hold a special place in our customers’ lives, and the prize game was an additional way to show how much we value their loyalty. It’s a good project, and we will certainly continue to use it to bring our customers back to periods of their lives they fondly remember.”
When I received the campaign text from Selma Karasalihović (PR at Konzum), memories started flooding in after the first read.
It began with Zdenka cheese, a staple on day trips when I was still in elementary school (that was 65 years ago), followed by delicious fritters my mom made using Klas flour. My favorite treat was the soft and sweet Manchmallow. As I “became a man,” I turned to Sarajevsko beer, and after getting married – before mastering culinary skills – Podravka soups reigned in my kitchen. Once I started seriously focusing on healthy living, Sarajevski Kiseljak became a part of my life.
There are many more brands that marked my life or particular periods of it. I hope Konzum continues with the Legendary Brands campaign – it should be a permanent one, allowing consumers to reminisce about the brands that once meant so much to them.
