Rebeli în Bucătărie

Rebels in the Kitchen

The rebellion? Combine. Change. Taste. Taste again. Nothing is forbidden. Everything is permitted. Because we have to like it.

Client

Carrefour

Client

Carrefour

Client

Carrefour

Agency

Publicis Groupe

Agency

Publicis Groupe

Agency

Publicis Groupe

Type

COMMUNICATION PLATFORM

Type

COMMUNICATION PLATFORM

Type

COMMUNICATION PLATFORM

Typically, 22 recipes are well-known by Romanians

94% of Romanians cook at home ● 97% cook at least 2-3 times A week ● 76% cook Soup ● 70% cook Steak or Grilled Meat ● 38% cook Traditional Recipes

BUT despite the fact we cook the same 22 recipes…

we make them our own. From person to person, from family to family, from region to region. We don’t follow the rules in the kitchen. We start with them, but over time, we create our own.

While the same 22 dishes set the table…

we make them our own. From person to person, from family to family, from region to region. We don’t follow the rules in the kitchen. We start with them, but over time, we create our own.

So we’ve built our communication platform around celebrating the openness of Romanian kitchens, where anything goes, as long as the taste is just right.

Approach

✦

The campaign’s visuals and key messages focus on real people and their playful, bold kitchen innovations. Each key visual features a twist on a traditional recipe, paired with quirky, memorable quotes that embody the creative freedom of Romanian cooking. By spotlighting regional diversity and personal touches, the platform invites everyone to embrace their inner kitchen rebel and explore the endless possibilities of culinary tradition.

”Lemon is also a kind of borscht” - Mirela from Târgu Mureș
We’re supporting the Romanian cuisine with all the rebels in it

”Lemon is also a kind of borscht”
Mirela from Târgu Mureș.

We’re supporting the Romanian cuisine with all the rebels in it.

”Lemon is also a kind of borscht.” - Mirela from Târgu Mureș.
We’re supporting the Romanian cuisine with all the rebels in it

”Lemon is also a kind of borscht.” - Mirela from Târgu Mureș.

We’re supporting the Romanian cuisine with all the rebels in it.

”Beans are thirsty for some mussels. That's why I match them up” – Doru from Constanța
We’re supporting the Romanian cuisine with all the rebels in it

”Beans are thirsty for some mussels. That's why I match them up” – Doru from Constanța.

We’re supporting the Romanian cuisine with all the rebels in it.