Caroli
Caroli Foods Group, the leader of the deli market in Romania, aimed for a promotional campaign for Caroli Sausages, highlighting the high 80% meat content. The campaign’s objectives were to boost sales in the sausage category, emphasize the premium differentiators of the brand to consumers, and strengthen Caroli’s presence in the children’s segment.
Concept
The “CaroliSummer 2023” campaign, conceived by Perceptum, revolved around the idea that Caroli sausages are an integral part of joyful family moments. They are present in all those times when children play, families gather, and fun is at its home. The campaign was accompanied by the slogan “Caroli Sausages - Bringing Joy to Your Plate!”, conveying that these sausages are a perfect choice for happy meals together with the whole family, at any hour of the day.
We created an integrated 360-degree marketing campaign, including digital promotion, a dedicated webpage, social media contests, and outdoor presence, branding in subways and trams. Key visuals included QR codes that directed users to a variety of delicious recipes specially created for this campaign, as well as to the social media contest.
To highlight the 80% meat content, we designed a special Landing Page for the campaign, with an attractive book-style design, featuring 80 quick and fun recipes in which Caroli sausages were the central ingredient. Additionally, to create awareness of the 80% meat content, a social media contest with weekly challenges was launched. Users were required to respond to the weekly challenges for a chance to win one of the 80 prizes related to the world of Caroli.
The Performance marketing campaign encompassed ads on Facebook and Google, drawing users to the recipe-centric LP and presenting the benefits of Caroli sausages for the entire family.
Results
The “CaroliSummer 2023” campaign achieved remarkable results, successfully meeting the set objectives. The Caroli brand gained greater credibility among consumers, especially in the children’s segment, due to the tailored communication strategy and interactive campaigns.