Belgrade, October 29.12.2021, XNUMX - The Association for Market Communications of Serbia (UEPS) awarded its traditional recognitions and awards to agencies, companies and institutions - for the highest quality and most professional campaigns.
The BEZ "E" campaign of Šabac Dairy, designed in cooperation with the Block&Roll agency, won two significant awards - the Silver Award in the Category of Integrated Promotional Campaign for Food and the Bronze Award for the Online Marketing Campaign.
"Sirko and A la Kajmak are well-known, traditional brands that are found on a huge number of tables throughout Serbia. However, what is (was) far less known is that they are completely natural products without additives and other preservatives, exactly in line with the expectations of today's customer. That unexpected combination of a traditional, well-known taste and the modern trend of natural nutrition, inspired us to design a campaign that spoke about it in a simple, direct vocabulary, with humor that naturally belongs to communication between close friends. We are very grateful that Mlekara Šabac had the understanding for the "less is more" approach and the courage to step out of some usual expectations of how advertising "should" look like", said Svetlana Ćopić, creative director at the agency Block&Roll (B&R), on the occasion of the awards received.
This campaign drew a lot of attention from the general and professional public, with its simultaneously creative and educational approach to how important it is to carefully read and understand the declarations on the back of the products we consume every day. The campaign recently won the Statuette "CAMPAIGN WITH A PURPOSE" for 2021, within the Festival of Socially Responsible Communication in Serbia and the Association "Yellow Pants - Initiative for the Study of Childhood and Concept Incubator of Social Responsibility".
"The old rule - if you have fun and enjoy yourself while thinking up and creating a campaign, that enthusiasm and joy is transferred to those for whom the campaign is intended, it was confirmed this time as well." The reactions were great, people massively shared the campaign on their own profiles, which is extremely rare. For us, this is another indicator - people may be oversaturated with advertisements, but they are eager for messages that resonate with them and that, respecting their sense of humor and intelligence, invite them to participate in the communication game.", added Svetlana Ćopić from B&R.
The BEZ "E" campaign highlighted the quality of Šabac Dairy products in an interesting, educational and simple way, recognized for decades in Serbia, but in numerous markets around the world.
Press release: Šabac Dairy & Headlines
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