România știe să gătească

Romania Knows How to Cook – Integrated Campaign for Kaufland

Overview:

As home-cooking becomes increasingly rare in a fast-paced world, Kaufland set out to rekindle the emotional connection Romanians have with preparing meals at home. The result was the launch of the communication platform “Romania Knows How to Cook”—a tribute to culinary traditions and a call to rediscover the joy of cooking.

My Contribution:

As Senior Art Director, I led the creative direction and visual consistency of the campaign across all touchpoints. Key responsibilities included:

Visual Concept Development: 

Designed the visual identity to reflect the authenticity and regional richness of Romanian culinary heritage.

Regional Key Visuals: 

Crafted distinct visuals tailored to different regions of the country, highlighting local recipes and traditions.

TV Commercial: 

Oversaw the production of the main TV spot “Cook! Every Emotion is Worth It,” capturing heartfelt moments in real Romanian kitchens.

OOH & Social Media: 

Adapted the concept for outdoor executions and developed engaging digital content, including “The Encyclopedia of Reasons”—a series of posts showcasing why cooking at home is always worth it.

Impact:

The campaign struck a strong emotional chord with the audience, successfully reigniting national pride in home cooking. Through a cohesive and heartfelt approach, “Romania Knows How to Cook” became more than a campaign—it became a movement that brought generations together over the shared joy of food.

Role: Senior Art Director

Client: Kaufland Romania

Agency: v8

Year: 2024

Team:

Adina Stănescu - Creative Director

Andreea Siran - Group Creative Director

Adriana Paulică - Senior Art Director

Alexandra Coancă - Account Director

Eduard Dică - Copywriter

Rareș Boghiu - Art Director