Hajdú Sajt entrusted Republic Group with the design and implementation of an integrated product launch campaign for the new yoghurt cheese in their product range, as well as the related image building. We were also tasked with integrating the brand’s sponsored handball club team, Győri Audi ETO KC, into the communication campaign.
For the product launch, we created a TV spot featuring not only the brand’s delicious new product, but also Győri Audi ETO KC’s most famous team members, including Anita Görbicz. We also supported the campaign with a promotion, where the grand prize winner had the chance to meet handball idols in a unique setting.
The cooperation with popular sportsmen and sportswomen brought the desired results. Since handball players, who are icons in Hungary, are credible ambassadors of a healthy lifestyle, their presence alone guaranteed the product benefits of Hajdú yoghurt cheese that we wanted to convey: it is healthy and delicious in the same time. And the popularity of the campaign was predestined, partly thanks to the promotion.
The winner of the grand prize got the chance to travel to one of the team’s Champions League matches together with the girls from Győri ETO, and the grand prize was a Volkswagen Polo. Thanks to the promotion and the overall campaign, the product had a successful introduction.
WHAT WE WERE RESPONSIBLE FOR
We were responsible for the design and implementation of the integrated product launch campaign, which included the filming of a TVC and the organisation of a prize draw.