Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Homecooking with Wedel

Agnieszka Petla and Jacek Wlazlo

Campaign details

Brand: WedelBrand Owner: Lotte WedelLead agency1: OMD Sp. z o.o.Lead agency2: Grandes KochonosContributing agencies: Cosmo, 24/7 CommunicationCountry: PolandIndustry: ConfectioneryChannels used: Magazines - consumer, Online display, Online video, Outdoor, out-of-home, Product placement, Public relations, Radio, Search, Social media, Television, Websites & microsites, Content MarketingBudget: 500k - 1 million

Executive summary

Wedel is the oldest chocolate brand in Poland. The main brand challenge was to catch younger consumers' attention, without alienating loyal customers. The campaign...

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