PICK’s new image campaign is a milestone in brand building and salami communication

By: Trademagazin Date: 2022. 11. 07. 09:45

In this year’s PICK image campaign our shared memories enter the spotlight, as the central element of the campaign is an emotional film footage, with which we can relive the iconic moments of the past decades – from the legendary Queen concert in Budapest in 1986 to the moments of rooting for the national football team, and celebrating their victories all night.

PICK Salamis. Flavour memories for life.

Flavours are capable of bringing back memories very quickly and intensely. PICK is an iconic player in the salami category with 150 years of traditions and expertise, which was present at the most momentous events of our lives, and its unmistakeable flavours bring these memories back in a second. The company’s new image campaign builds on this strong connection.

PICK brand management team (from left to right): Henriett Szabó-Spanyol, Júlia Szokolai, Gyopár Géger, Péter Fejes

Júlia Szokolai, head of marketing and strategy: “This campaign is a milestone in the consciously designed communication that positions the PICK brand and the salami category at the same time. Its starting point is the brand’s more than 150-year roots, and the heritage of the iconic Winter Salami and its role in people’s lives.”

The communications team (from left to right): Flóra Ujfaludi, Szilvia Vízhányó-Pitrik

Senior brand manager Henriett Szabó-Spanyol: “Basically everyone who has already tasted PICK Winter Salami has minimum one related story, what we call flavour memory. Mine is Easter Mondays, as instead of eating ham I always had PICK Winter Salami on these special days.”

Group brand manager Péter Fejes: “We wanted a campaign that wasn’t too nostalgic, so we decided to recall memories in the commercial that mean a lot for the generations of today. Our objective is to make an impact on the present, and by this on the generations of the future. The message is that PICK would like to be a stable point in everyone’s life.”

„The commercial runs on television and online since October, and it is backed by an online and social media campaign in the last three months of 2022. PPC advertisements and OOH presence also reinforce the brand’s messages, so consumers will come across the iconic collective moments in large size on the walls of buildings. There will be a PR campaign too, with a podcast where celebrities speak about their own flavour memories and share their related stories. (x)