Magazine: Celebrities in-store and in hailstorm

On 2 June Trade Marketing Club members convened for their traditional season starting barbeque party. Due to a heavy downfall participants were forced to find shelter inside Szépkilátás confectionery. Zewa, Sole, Univer, Mona, Borsodi, Olympos and Szamos Update products were also brought in from the garden, waiting for the weather to get better. Kolos Kelényi, production and commercial director of Szamos Marcipán was the host of the event, the highlighted sponsor of which was Laurel Kft. – they came with a giant digital poster and a recipe-offering kiosque. Balázs Humayer, Laurel’s strategic deputy director spoke about in-store digital solutions and asked everyone to engage in mutual thinking about how digital in-store solutions could be made more popular and widely used on the domestic market. Norbert Schobert spoke about the building and development of the Norbi Update brand in a special double role: as a celebrity and as a businessman. After last year’s nadir the franchise and the product portfolio produced a 140-percent growth. The brand’s expansion will continue, for instance an Update beer is currently being developed. Spar’s communications director István Fehér told that they were happy to cooperate with Norbi, making Update products available in Spar stores. He added that Spar always welcomes celebrities to their stores as they always bring people closer to the products they promote. Gábor Talmácsi, the famous motorbike racer currently works in training young racers. He told our magazine that he would love to have Apple sponsor him as he is an enthusiastic Apple user. Zsófia Lakatos, Hill&Knowlton’s managing director shared her experiences from innumerable PR campaigns. She drew a clear line between real stars and reality show ‘celebrities’ and the like. The expert emphasised that famous people can impersonate a brand or a cause for a longer period of time as its ambassador. She brought Réka Farkasházi and Pál Győrfi with her to illustrate her theory. Réka Farkasházi stressed that cooperation is just the beginning and informing people, planning and implementing activities were just as important for both the star and the commissioning partner. Pál Győrfi spoke with his usual humbleness and wit about how he is serving the causes of the National Ambulance Service, health and a healthy lifestyle. Finally the sun came out from behind the clouds and the barbeque could finally start in the garden, where discussion continued at the dinner tables in a relaxed atmosphere. A perfect ending to a memorable afternoon.