Goals and objectives
Croatian traditional retail brands mostly run television or display advertising campaigns. They are less likely to decide on running native projects or completely video-based campaigns. LIDL as a retail brand aimed to switch from its traditional advertising to a video/digital one, to promote its brand assortment Okusi zavičaja (Taste of Home). Okusi zavičaja is a LIDL brand that includes products produced in all parts of Croatia, from the hills of Zagorje, and the Adriatic Sea to the Slavonic plain, and the special feature of this campaign was the fact that Okusi zavičaja is celebrating 10 years of existence, which they marked with a new refreshed branding. LIDL is the favorite place to buy groceries for younger generations (Coolest Brands Awards survey 2023, IPSOS for JoomBoos), so this campaign was aimed at a younger audience to confirm its status as a favorite retail chain, and to introduce younger generations to the process of creating local products, the care and hard work of small producers and the path from the farm to the table.
The goal was to create a video show using the heroes of Generation Z - influencers in a video format that will promote the countryside, the place where food is cultivated, through the format, we break prejudices about life in the countryside and promote the local environment, the countryside, and nature as places that have a future and offer a different quality of life and that is how we created - JoomBoos in the countryside.