Embarking on a Culinary Odyssey: Tesco and Robert Makłowicz’s Flavorful Expedition
In 2012, Tesco Poland set sail on an extraordinary culinary voyage, partnering with the esteemed food critic and television personality, Robert Makłowicz, in the groundbreaking “Smak Łowi Makłowicz” (“Makłowicz Hunts for Flavor”) campaign. This wasn’t just a marketing initiative; it was an adventurous expedition that invited consumers to explore the rich and diverse world of gastronomy.
Meet the Maestro: Robert Makłowicz
Born in 1963 in the historic city of Kraków, Robert Makłowicz is a celebrated Polish journalist, historian, and food critic. He rose to national prominence with his television series “Makłowicz w podróży” (“Makłowicz on the Road”), where he traversed the globe, delving into various cuisines with a unique blend of scholarly insight and humor. His engaging storytelling and approachable demeanor have endeared him to audiences, making him a beloved figure in Polish media.
A Strategic Alliance: Tesco’s Culinary Compass
Recognizing Makłowicz’s widespread appeal and the trust he commanded among Polish consumers, Tesco embarked on a strategic partnership that would chart new territories in marketing. Makłowicz’s exceptional ability to demystify complex culinary concepts and present them in an entertaining and accessible manner resonated with Tesco’s brand values of quality and inclusivity. His natural comedic flair added an extra layer of engagement, ensuring the campaign was not only informative but also delightfully memorable.
Navigating the 360-Degree Campaign: A Multifaceted Journey
The “Smak Łowi Makłowicz” campaign was an all-encompassing adventure, with Makłowicz appearing across a variety of platforms:
- Television: Viewers were treated to captivating commercials showcasing Makłowicz’s culinary escapades within Tesco stores, blending the art of cooking with the joy of discovery.
- Radio: His charismatic voice reached a broader audience, sharing culinary tips and insights that sparked the imagination.
- In-Store Materials: Eye-catching posters and informative brochures featuring Makłowicz’s endorsements created a cohesive and immersive brand experience for shoppers.
- Product Packaging: Select Tesco products bore Makłowicz’s image and personal recommendations, guiding consumers toward quality choices with a trusted companion by their side.
Charting Success: The Campaign’s Impact on Tesco’s Brand
This integrated approach not only elevated brand visibility but also fortified consumer trust by associating Tesco’s offerings with Makłowicz’s esteemed culinary reputation. The campaign effectively communicated Tesco’s unwavering commitment to quality and value, resonating with a wide audience and solidifying its position in the competitive retail landscape.
Conclusion: A Flavorful Legacy
The “Smak Łowi Makłowicz” campaign stands as a testament to the power of strategic celebrity partnerships in marketing. By aligning with Robert Makłowicz, Tesco successfully conveyed its brand values, engaged consumers across multiple channels, and reinforced its dedication to providing quality products. This flavorful expedition not only delighted the senses but also left an indelible mark on the retail industry, illustrating that with the right guide, the journey can be as rewarding as the destination.
Smak łowi Makłowicz Campaign
owale wiszące przy art. promocyjnych – 120×120
„flagi” przy półkach – 180×30
billboard – 300×600
stojak z ulotkami przy wejściu – 200×50
plakat
bannery w alejce promocyjnej
