“Lyutenitsa" is a traditional homemade Bulgarian appetizer paste. That is why all lyuteniza brands are trying to communicate their products as "just LIKE the one granny makes”. But Philicon's lyutenitsa changed the game - we became the first brand produced by grannies.
We changed Philicon's HR policies - inviting real home-made lyutenitsa experts to work in Philicon’s factory. As a result of our recruitment campaign 20% of the new employees were in retirement age. So we could communicate the USP we created: Philicon is the first lyutenitsa really made by granny HERSELF.
This professional campaign titled 'Made By Granny Herself' was published in Bulgaria in October, 2017. It was created for the brand: Philicon 97, by ad agency: Reforma. This Integrated medium campaign contains 1 media asset. It was submitted almost 4 years ago.
Advertising Agency: Reforma, Sofia, Bulgaria
Creative Director: Toshka Ivanova
Art Directors: Yanitza Dimitrova, Miroslav Krustev
Copywriter: Elena Mitova
Photographer: Atanas Kunchev
Additional Credits: HandPlayed Productions