METRO Cash & Carry Romania launches the ARO campaign, signed by Geometry Romania

METRO Cash & Carry Romania comes to meet its clients’ everyday needs, with the cheapest prices, through its own range of products, under the ARO brand. 

By Romanita Oprea

The new campaign was built to bring back the ARO brand into consumers’ attention, as the first private label of a modern retailer that entered Romanians’ houses and one of the most famous METRO private labels on the Romanian market. The label’s main differentiator is the large range of articles (over 1,000), from different categories, both food and non-food, that address the re-selling customers and respond to all the basic needs of a household. ARO’s consumers are pragmatic and choose the products on the optimal quality-price scale.

The strategic proposal started from the insight that in general, most people tend to choose products on the quality-price relation, having the price as their main criterium. The cheap and good category represented a true challenge as the two words are antonyms in the consumer’s mind. The strategic approach highlights the fact that the trust in the quality of the ARO’s products is not built depending on the price, but on how good they fit their role.

The umbrella message of the campaign – “ARO. De baza prin casa” – refers exactly to the usual consumption occasions where the functionality and the simplicity of the product are the main factors.

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The message is seen in TVCs of 30 seconds and 20 seconds that bring in the scene 4 star products: the bucket, the chocolate tablet, the flour and the eggs. They are presented in an (auto)ironic manner and with a sincerity taken to the extreme, through their sensationally … normal qualities.

“We are delighted to communicate the new campaign for the ARO products. We chose an unusual and funny approach that will demolish the myth according to which the simple products, the base ones, are boring and difficult to communicate in a creative manner. Therefore, we build a concept that will show how sensationally simple they look and how good they are fulfilling their role. The TVCs final message <> reflects exactly the main attributes of the ARO products, but also the optimal scale that stay at the basis of the ARO guaranteed quality,” said Marina Zara, Head of Marketing METRO.

The campaign, created in partnership with the agency Geometry Romania, reaches both the traditional media channels, through TV executions, radio and digital.