National Campaign – Spring 2023


Caroli, the leading brand in the Romanian cold cut market, approached Perceptum with the need to launch a National Campaign in line with their ongoing “Dragostea de zi cu zi” (Everyday Love) campaign. This new campaign aimed to integrate various marketing channels, including TV, Digital, Instore, and Out-of-Home (OOH), along with a digital campaign targeting export markets. The primary goal was to encourage repeat purchases throughout the campaign duration and reward customers with attractive prizes.


The Perceptum Solution

To meet the objectives outlined in the brief, we began by uncovering key insights about the Romanian market: Romanians work on average 40.4 hours per week, the highest in Europe, 87% of Romanians cannot afford to go on a family vacation, compared to a 28% EU average. Based on these insights, we developed the winning concept with the slogan: „DUPĂ MUNCĂ ȘI RĂSPLATĂ! Câștigă concedii binemeritate de la Caroli!” Our idea was that through this campaign Caroli rewards the dedication of the hard-working Romanians as they truly deserve, giving them more time with their loved ones and promoting daily love gestures.


To promote the contest, we designed and implemented a comprehensive marketing strategy, including: Performance Marketing (targeted online advertising to reach potential customers efficiently), Social Media content (engaging and shareable content on social media platforms to build awareness and engagement), In-store Materials (designing and producing eye-catching promotional materials displayed at retail locations), Landing Page: (designing and launching the campaign-specific landing page where buyers could enter unique promo codes found on Caroli product labels), winners management (selection and notification of contest winners and coordination of prizes distribution), TV Spots (we conceptualized and produced TV commercials for national broadcasts to further promote the campaign).


The campaign led to a significant boost in Caroli product sales. Another important result was the enhanced brand loyalty. Caroli’s commitment to rewarding hardworking Romanians fostered stronger brand loyalty, with consumers associating the brand with family values.

Also, social media engagement skyrocketed, with shares, likes and comments indicating a high level of customer interaction and interest. The landing page received a substantial number of unique promo code entries, demonstrating widespread participation.

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