Rama: Love in the fridge
Campaign details
Brand: RamaAgency: Ogilvy & Mather GermanyClient: Unilever BCS CompanyCountry: Germany
Campaign Background & Summary
For a long time the yellow fats market was almost equally split between butter and margarine. Butter was perceived as the natural tasty spread for special occasions; margarine as the convenient spread for daily use – lighter than butter, but less natural and tasty.
Years ago, butter manufacturers put a new competitor on the shelves in Scandinavia: spreadable butter (butter refined with plant oil). A new market segment called mélange was born....