We created a live feature on morning television in the magazine programme “Telerano” on TV Markiza, where we demonstrated how to create Christmas Cakes.Firstly, we let HWs enter their cake recipes for the opportunity to present and cook on television. The lucky 6 would become national celebrities from the comfort of their own homes. They would influence the Christmas cake baking of the nation, all branded with subtle Hera margarine product placement. This was also supported with TV magazines and on line. The final part we saw a celebrity create a recipe with local children.

In a very stabile traditional and duopolistic category, we had a 3% increase of sales comparing to Y-1 significant media results: a) with only 6 features we reached more than 450,000 target group members (Reach 22% of TA). This is huge in Slovakia.b) On top of this, we targeted an additional 500,000 unique visitors (20% of Slovak internet users) and had more than 2,0mio impressions on the free negotiated internet portal.c) The campaign has been so successful; this has become a standard strategy for other cookery brands in Unilever’s portfolio.