Romanian PR Award și-a desemnat câștigătorii celei de-a XX-a ediții
Food waste is something people have been living with for a long time. Most might have overlooked it, though. The idea of the “Replate Waste” campaign was assembling a digital mechanism that transformed a general “infamous” individual deed (generating food waste basically almost every time you eat) into the inspiration for a creative process and, ultimately, a good deed. We turned to digital to make people part of a change: awareness on a global issue, on one hand, and support for a social cause, on the other.
How do you stand out as a new player on a market that is already over-saturated? Especially if you have a history as a brand who left the same market a few years ago? How do you create a memorable experience with your new entrance, and convince people that your brand is worth the effort? You do what other brands do not do. You create content for those who are happy you’re here, not for yourself. You adapt to their needs and desires. By speaking their language and putting consumers first, what might have been just another brand launch managed to reach over 19M people, got over 200k online interactions, and gathered thousands of people in line at the Burger King restaurant every day, for more than a week after the opening. Here is how we managed to have a memorable launch and hit a sales record on the first day after the opening.