How a traditional salami brand embraced the youth?

viktor8585
Apr 29
2 min read

Make life-long taste memories outdoors – with Pick!

It's always a challenge to move a traditional brand like Pick out of its comfort zone. But in order to reach new consumers against their ever-older target, they had to embrace the future, while being authentic to themselves.

Here's how we did it!

Problem:

The polycrisis is not kind to premium-quality products. As the Pick Winter Salami's sales volumes were down, they needed to increase penetration.

But how can they grow amongst the "younger" consumers with the brand's "We create Taste Memories" message, if it's built on nostalgia – while our target has not yet built the memories with Pick Winter Salami, that they could be nostalgic for, thus they lack emotional connection?

Idea:

We have to find a common cause, one that's both relevant for the youth and Pick, too.

Let's own the outdoor consumption occasions.

This way, we can create Future Taste Memories while hiking (a beloved Hungarian pastime), where the iconic Pick Winter Salami sandwich is a necessary companion.

Solution:

In our integrated campaign, we create Taste Memories for the Future, with picknicks and hiking.

We created the PICK Crimson Roundtrip in collaboration with MTSZ (Hungarian Hiking Association), featuring "sandwich points" with breathtaking views.

We collaborated with GenZ's beloved band, ValMar, who recorded exclusive acoustic versions of their well-known songs, that we geofenced, so they could only be listened to on the hiking trails.

We also worked with Tibor Kárpáti, a recognisable graphic artist, who's unique pixel-art (or PICK-sel art) style was featured not only on our billboards, TVC, online content, but also on the packaging and the included recyclable snack-bag, too.

Results:

Our campaign was successful, with a 1.6 million reach and 650.000 unique views on Pick's own social channels.

Our influencers and their viral posts reached 200.000 unique viewers.

The organic and partnered media appearences reached 480.000 people, which is +20% up from the plan.

Our digital campaign did amazingly: