Services offered: event organization, media promotion
People’s interest in fresh, traditional, authentic, and organic products has grown significantly in Romania in recent years. In the context of digitization and the replacement of cash with electronic payment, Romanians go less and less to traditional markets where they could buy fresh, local vegetables and fruit. Thus, in 2018, together with the Romanian Association of Market Administrators, a non-profit organization that brings together 35 public markets across the country, we started promoting local producers and bringing the Romanian consumer back to the market.
Markets have become increasingly depopulated and traders’ stalls have remained empty in recent years.
Romanians are eating more imported products, even though Romanian agriculture is capable of producing enough to feed the country’s entire population. This means that, for 10 years, the trade deficit has been severely affected by trade in agri-food products. According to an INS report, in January-May 2018, the trade deficit was €546.8 million higher than in 2017, reaching a total of €5 billion.
2018 – LAUNCH OF THE #MERGLAPIAȚĂ CONCEPT
In 2018, we promoted two events organized as part of the #merglapiață concept: in June, the Cibin market in Sibiu, and in July, the Obor market in Bucharest. Several public people and representatives of local authorities debated the idea of the need to bring modern shoppers back to traditional markets. The events received a lot of media coverage, especially in the economic and agricultural press, but there was no shortage of coverage on general and news TV. Promotion of the concept continued on social media, where traders and customers shared photos and videos encouraging the consumption of local products.
The launch of the #Merglapiață campaign was supported by Patria Bank, Patria Credit and Gothaer Asigurări Reasigurări.
2019 – LAUNCH OF CARD PAYMENTS IN SOME TRADITIONAL MARKETS
In 2019, we promoted four-card payment launch events in the Cibin market in Sibiu (June), the central market in Galati, the Alexandru cel Bun market in Iasi (September), and the Matache market in Bucharest (November).
Partners and sponsors of the campaign were Mastercard and Patria Bank. Patria Bank has installed 86 POS terminals in the four markets in Romania since the project started in June. In the five months of implementation, the number of card payments has tripled.
The campaign attracted media attention, both mainstream and online. We managed to generate over 30 prime-time TV news and LIVE appearances and over 300 online, print, and radio media appearances. Public opinion fully embraced the concept and stakeholders were extremely pleased and stated that the promotion far exceeded their expectations.
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