Homecooking with Wedel

Agnieszka Petla and Jacek Wlazlo

Campaign details

Brand: Wedel
Brand Owner: Lotte Wedel
Lead agency1: OMD Sp. z o.o.
Lead agency2: Grandes Kochonos
Contributing agencies: Cosmo, 24/7 Communication
Country: Poland
Industry: Confectionery
Channels used: Magazines - consumer, Online display, Online video, Outdoor, out-of-home, Product placement, Public relations, Radio, Search, Social media, Television, Websites & microsites, Content Marketing
Budget: 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 goals were: achieve a sales increase of 11%, increase brand awareness and increase brand image parameters. In the campaign, we addressed the main traits of youngsters – following trends and sharing experiences in social media – and engaged with them through homecooking, using Wedel's product portfolio. Our goals were achieved with a 16% sales increase, and an increase in brand awareness and brand image above the target.

Market background and context