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Together with Perutnina Ptuj, we showcased a new product line: Poli Green. We helped the region’s largest poultry meat producer make a large shift and conquer yet another milestone in the field of food alternatives.
We kicked off the campaign with a teaser phase (we searched for people whose last name was “Grah”, which is Slovene for pea) and later revealed what was hiding behind the mysterious posters: Poli Green, the first meatless sausage based on pea protein. Using Poli’s typical craziness and humour, we touched the emotions of the specific target group, because innovation and development are written into the Poli brand's DNA.
Poli Green does not contain soy, but pea protein. We placed this functional feature of the product at the core of communication activities, and thereby created a memorable and clear memory structure. This is an extremely good thing for any product new to the market.
We kept the pea at the core of our communication activities, and included it in a TV ad based on the fairy tale story of The Princess and the Pea. With the power of childhood memories, we were able to access our consumers' nostalgic emotions. At the beginning of the ad, the princess is tossing and turning in bed because something is bothering her - but this time, it's not a pea under her pile of mattresses, but rather hunger, which she solves by enjoying a sandwich made with Poli Green.
