Inspired by PENNY’s slogan, „PENNY knows what you like”, we decided to spearhead our campaign with the all-time favourite fresh meat dish of Romanians: minced meat rolls (called „mici”).  And in order to generate more buzz for our campaign, we approached four of the most beloved characters in the most popular TV comedy series in Romania: Las Fierbinți.

The idea was that each character – Giani, Gianina, Firicel and Celentano had their own minced rolls recipe, which they promoted in funny videos, encouraging consumers to vote online or via SMS for the best recipe. 

The campaign was communicated on TV and Social Media, engaging users online in a continuous conversation, as each character also developed personalised GIFs, MEMEs and thank you videos for those who voted for their recipe.  

In the end, Celentano’s recipe won the competition, but the association between PENNY and delicious fresh meats was crystal clear to all of the users who interacted with the campaign.