Every Christmas season, Wedel products can be found at many Polish dining tables. Around this time of the year, a lot of Poles become very emotional. Those truly special emotions inspired the brand to prepare a very ‘merry’ campaign.
Challenge
While conveying the message of the importance of close relations between people and their presence, the brand focused on the fact that its products are very popular among Poles during the holiday season. Moreover, being perceived as a family brand, it easily brings up the atmosphere of closeness and is often associated with all those occasions when we bestow gifts to our loved ones.
Our approach
To prepare our holiday campaign, we ordered research. It was conducted by Kantar and proved unambiguously that people need to have relationships, they want to build relationships and that the holiday season is a perfect occasion to do it. This is why we tried to do the impossible: we convinced several influencers to turn off their social media and turn the holiday mode on. The Wedel brand did the same thing and during the holiday season suspended their broadcasting of commercial creations.
