Gustă din trăirile românești – the new Lidl Romania and MullenLowe campaign for Cămara Noastră product range

Childhood breakfast with fresh butter, the dinner served after playtime, followed for sure by a home-baked dessert, the food package received from parents during college and family meals on holidays, with many traditional dishes, are some of the memories full of tastes and intense flavors, to our liking as Romanians. Almost all the beautiful memories that we have are related to the Romanian dishes.

From this idea, MullenLowe starts the newest campaign made for Lidl Romania, and this year, Cămara Noastră, Lidl’s owned brand, made exclusively with local suppliers, invites us to taste the Romanian experiences through a tasty new video production.

The concept of the new campaign transposes us from the present in the midst of our fondest memories. So, during a family meal, every taste and aroma found in the Romanian dishes takes us on a journey among the most special moments of the past with the help of characters made in the style of Cămara Noastră labels that are animated in stop motion style. The paper cut characters illustrate different experiences: from the childhood adventures full of giggles behind the block, to the colder days when playing outside moves inside or from the coolest tricks on skates, to the memory of the first date.

“Cămara Noastră is a range with traditional Romanian products, made exclusively with producers from our country. Over time, we have built the communication platform for this brand by talking about traditions, about recipes transmitted from generation to generation and about the Romanians’ pantries, all in an authentic way. We have traveled the country far and wide after culinary treasures, and we have presented the most memorable ones in the Museum of Pantries or in the Museum of Hidden Dishes, we invited the community to discover the stories of some of the products from the range in dedicated series on our YouTube channel and we brought on the shelves in stores all over the country two products created according to the recipes of our customers. Also, this year, we were inspired by the local traditions when communicating the Cămara Noastră range. The insight on which the campaign is based is represented by the connection that has been created for all of us between the beautiful memories and the Romanian dishes that go along with them. Each traditional meal brings to us at least one experience, a memory or a beautiful moment spent with our loved ones. Through the new campaign we tried to illustrate this connection and to show that the Cămara Noastră brand exists out of love for the authentic Romanian taste”, said Oana Radu, Marketing Director Lidl Romania.

“Cămara Noastră is a very dear brand of tradition to MullenLowe. This is the sixth year in a row that we have been close to the brand, and with each campaign we try to overcome ourselves and bring closer the authentic taste of old days. <> is an impulse to remember the strong connection we have with the traditional dishes and shows us how authentic tastes bring the dearest memories to the present”, said Silviu Antohe, Executive Creative Director, MullenLowe Romania.

The storytelling platform created around the Cămara Noastră range was the winner of the Brand of the Year 2020 award in the TOP 3 ADC competition, with the online series Bucate ca la carte, constantly present in the ADC top through the awards obtained. Last year, Lidl launched, for the promotion of the Cămara Noastră brand, a new series, Șezătoare şi cântec, which brought to the fore the Romanian factories that are partners with Lidl Romania, and this year, under the same platform, Lidl invites us to remember the tastes of Romanian experiences.

The video of the campaign is available on the @LidlRomania YouTube channel, but also in traditional media, through a TV spot that contains the key sequences of the video.