Initial situation
Perutnina Ptuj – PIPO Čakovec, a member of the Perutnina Ptuj group, the leading producer of poultry products in the region, built a new logistic-distribution center in Zagreb, Croatia. Communications surrounding the opening were mainly directed at the challenge of linking the opening of the center with the creation of added communications value.
The Solution
The center itself represents an interesting investment in terms of communications because of its construction at a time when the economy is not favorable to such projects, yet our goal was to establish a direct link between the center and its primary activity – food. And the most ideal synthesis of people and food are certainly the senses: smell, taste, sight…
With this in mind, we prepared an opening ceremony that appealed to all target groups and included a live cooking demonstration in the background of the central space, which created, on both the subliminal and direct level, a backdrop of delicious tastes and mesmerizing aromas. Tomislav Špicek, the host of one of the top cooking shows on Croatian television, cooked throughout the opening ceremony and interacted with guests, giving the opening the additional dimensions of taste and smell.
The Results
The opening of the logistic center was attended by the board of the parent company, the Croatian Minister of Agriculture, and the Slovene ambassador to Croatia, as well as business partners and others who had the opportunity to take in the occasion with all five senses. Through a content synthesis of visual and sensory elements, we created an unforgettable taste that attendants will call to mind every time they reach for foods made by Perutnina Ptuj.
The Worldcom PR Group agencies advising this account are:
Di@log co, Slovenia, www.dialog-si.net
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