Cheil | Centrade, the hub for Southeast Europe of the Cheil Worldwide network, recently won the in-store communication pitch for Hochland România. The agency will start the new partnership with the implementation of the integrated communication for the trade marketing component for the new Hochland Crème sub-brand in all cash & carry, hypermarket, supermarket and traditional trade partner networks of the German manufacturer.
Cheil will develop all brand activations and special in-store projects, as well as all the signage on the shelf. The Hochland Crème range, now available in a new package, but with the same taste, is what completes the Hochland portfolio. It is very fine and very fresh cream cheese, made from pasteurized cow's milk. Suitable for versatile, simple and practical recipes, Hochland Crème cream cheese comes in four different assortments - classic, greens, cucumber and ham.
"At Cheil, we strongly believe in long-term partnerships that build close links between the brand and the consumer and bring impact results. Therefore, we develop very efficient processes both in the internal flow and in the one with the suppliers, making sure that the team knows in depth both the universe of brands and all the business challenges that can find a solution through strategic and creative communication. It is a mindset which has helped us have four different brands awarded at the most recent edition of EFFIE Awards,” mentions Carmen Miruță, customer service and new business director, Cheil | Centrade.
"We are pleased to find in the Hochland Team a partner who wants a very modern in-store communication, in which technology and creativity, both online and offline, intertwine for an engagement boost at the most important moment in the consumer's journey - the one in which the final acquisition decision is made, where innovation is a must in terms of strategy and creativity. The extensive experience on Samsung Retail of the Cheil team was decisive for an innovation-centric approach in our proposals from this pitch,” remarks Mihai Gongu, executive creative director, Cheil.
"In-store communication has always been a priority for us, given that the purchase decision is often made right on the shelf. The changes from the last two years have shown us a different customer, with different shopping habits, one which we want to continue to capture on the shelf with attractive offers and as much creativity as possible. Cheil surprised us with a new, different and playful approach, fully responding to the idea of versatility that Hochland Crème offers consumers. It is a new partnership and we are embarking on a very confident journey that together with Cheil we will develop beautiful projects for cheese lovers and not only," said Alexandra Macovei, trade marketing manager, Hochland România.