The leading position of the iconic PICK salami, which has been on the market for more than 150 years, was threatened by the economic and livelihood crisis. The salami market is on a downward trend.
How can we counteract the downward trends in a time of crisis, where private label brands dominate and consumers are turning away from higher priced products despite the quality difference and brand recognition?
Let’s build emotional preference by demonstrating that PICK salami is part of our life, culture, national identity and collective experience, which was, is and will be with us in our memorable moments.
So we re-positioning PICK through an image campaign based on iconic collective experiences and taste memories, emotional and expert differentiation through unique promotional solutions and artistic collaborations.
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