An idea that truly touches the hearts of its audience — brought to life in a wholesome film and supported by extra activations that invite everyone to share a little kindness. One slice at a time. The new Serenada campaign is here.
The challenge
How do you stand out in a crowded cheese market and offer more than your competitors? How do you reach deeper? Beyond the senses, into emotional territory? A daunting task, but not for us. Sometimes the solution is simpler than it appears. We had a Gouda one.
The solution
We opted for real-life stories – a straightforward message and genuine emotions. That’s quite a refreshing approach in our industry. And the product? We presented it as a natural means for expressing emotions. Simple ones, and more complex ones. Because nothing says “I love you,” “I care about you” or “everything will be okay” quite like homemade food with lots of delicious cheese, prepared with someone else in mind.
That’s how the campaign “Share the Kindness” was born. And yes—it’s no coincidence that in Polish the word “serdeczność” (Eng. kindness) starts with “ser” (Eng. cheese).
What we did
We showed that gestures carry great power. In a 30-second film, produced together with our in-house production unit GoldenProduction, we presented four moving stories: relatable, universal, close to all of us. A difficult Mom-daughter talk. Kids messing around at a family breakfast. An unexpected meeting in a supermarket. Coming back home after a painful breakup. All these moments share one thing: the need for a bit of kindness.
And this kindness is given in the form of Serenada cheeses—on a sandwich, in toasts, or toasted open-faced cheese sandwich (a typical Polish comfort food).
The whole piece is complemented by a warm female voice-over guiding us through the story, and gentle music setting the mood. Every detail mattered. We won’t hide it—there were a few misty eyes on our set. Exactly the effect we aimed for.
At our agency, we value efficiency. So, while filming the spot, we also ran a photo shoot for key visuals and social media formats. We also shot a sponsored billboard and during small breaks we treated ourselves to a few delicious Radamer cheese sandwiches. They are just soo (w)holesome ;)
The spot also had a 45-second version enriched with a pay-off bit. We produced 15-second pieces and even shorter forms (including 6-second versions). Those were our main executions—but we didn’t stop there. Billboards, high-format displays, OOH, POS materials and posts across the brand’s channels. The idea of sharing kindness is to remain the heart of Serenada’s communication for a long time. And we are excited to be able to share it with you.
So, there’s nothing left to do but (w)holesomely invite you to watch the spot—and maybe even make a sandwich for someone you care about ;)
