Media: Integrated
Brand: Philicon 97
Agency: Reforma
Geo: Bulgaria
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
Published: October 2017
Synopsis:
“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.