Bucharest, march 5, 2025
Flavors from all over the country in one pantry, the campaign created by MullenLowe Romania for Lidl Romania, opens the portal to a special place of traditional Romanian goodies, a micro universe to which Romanians from all over the country have access.
The pantry is the place where, regardless of generation, we discover common tastes and memories with tradition. From sweets and syrups to savory snacks or other Romanian specialties, this is where everyone’s appetites, memories and stories meet. Whatever its shape, a few shelves, a separate space in the house, the idea of the pantry is a place we all share and we can call it Cămara noastră.
The concept of the new campaign brings all of us who have discovered the pantry from the stories we have heard and experienced in our childhood or from the comfort of home, in our everyday life, into one pantry – Cămara noastră from Lidl – a pantry with tastes from all over the country.
“Our range of traditional Romanian products, Cămara Noastra, is itself an invitation to rediscover the authentic Romanian taste every day. Recipes with history, handed from generation to generation, which we had the joy of knowing for the first time in our childhood, in our grandparents’ pantry, find their place on the shelves of Lidl Romania through the Cămara noastră products developed together with local producers. With the new campaign, this space becomes a meeting point full of flavor and authenticity for everyone, one that connects us through stories and memories and invites all consumers to open the door to traditional tastes from all over the country”, said Oana Radu, Marketing Director Lidl Romania.
“We continue to grow beautifully in the MullenLowe Romania “pantry”, this strategic pillar of communication through a campaign inspired by a deeply Romanian insight: each of us has a space or a cupboard at home filled with goodies like in the good old days. We invite you, therefore, to discover the authentic tastes gathered in one big pantry: ours”, added Cristiana Belodan, Managing Director MullenLowe Romania.
The new campaign – “Flavors from all over the country in one pantry”, realized by MullenLowe Romania for Lidl Romania, is creatively distinguished by a new video spot, available on YouTube @LidlRomania, which brings together Chef Florin Dumitrescu, actor Andrei Aradits and Romanians from all over the world in Cămara Noastră. The background music with authentic Romanian influences transports us to our earliest childhood memories. The decor with the wooden shelves filled with jars and bottles that embrace the flavors of local history, brings Romanians together and leads the steps to Lidl’s Cămara Noastra, where tastes from all over the country can be found. Alongside the video, the agency team was responsible for creating the campaign visual and landing page www.surprize.lidl.ro for the new competition rewarding consumers who choose to “open” the door to tastes from across the country.
Teams involved in the campaign:
Lidl Romania Team: Oana Radu (Marketing Director), Alice Riegler (Strategy & Advertising Project Manager), Nicoleta Maican (Advertising Manager), Raluca Elena Rotaru (Digital Project Manager), Ioana Alexandra Dumitrescu (Social Media Project Manager), Mihaela Georgescu (Digital Manager)
MullenLowe Romania Team: Cristiana Belodan (Managing Director), Simina Leotescu (Strategy Director), Alex Petrescu (Creative Director); Vladi Păunescu (Group Creative Director), Bianca Dragu (Head of Art), Andrei Ropotă (Senior Copywriter), Mircea Solomiea (Senior Graphic Designer), Adrian Radu (AV Director), Anca Duță (Group Account Director), Silviu Clinciu (Account Director), Elena Enciu (Senior Account Manager)
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About MullenLowe Romania
For 32 years in Romania, Mullen is an integrated marketing and communication agency, which aims to keep its entrepreneurial creativity mentality and dynamic spirit. The agency positions itself as a challenger to the traditional modus operandi in the creative process and adopts a working model based on integration and holistic perspective on communication.
Mullen’s creative product is designed as a business solution and not just communication in partnership with customers, through creative thinking, media innovation and a customer journey that differentiates our customers’ brand in the intense competitive landscape.
Mullen Romania is part of the international network MullenLowe Global, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holdings of Interpublic Group of Companies. In Romania, the agency is part of Lowe Group, one of the most important communication groups on the market.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.