Whatever you do, do it well. The newest Fragedo campaign, signed by MullenLowe Romania, is based on this insight, which we all can relate to, after the agency won the pitch for this communication campaign.
Transavia, leader of the chicken meat market in Romania, celebrated 30 years of activity through a communication concept that highlights the symbiosis between the quality of the meat and the passion for cooking of the one who prepares it. Blending the promise of all-time high-quality products with the attributes of a premium brand, such as Fragedo, MullenLowe developed a creative concept inspired by the brand values.
The campaign talks about how even the most mundane tasks can become art through passion and skill. Like singing in the kitchen!
The “singing in the kitchen” insight, an expression for passion and actual skill in cooking, transforms an apparent usual activity into a true art demonstration, an interpretation with one name: Fragedo. The performance takes us back to the famous opera “Barber of Sevilla”, where the talented and passionate Figaro finds his perfect match in the present moment and in a young lady whose cooking skills turns a regular dinner into a work of art.