FERMATO IS HEADING TO TELEVISION. IN ITS FIRST MAJOR BRAND CAMPAIGN, IT IS FOCUSING ON ITS OWN LANGUAGE AND A SUMMER ATMOSPHERE - ScreenVoice.cz

The Czech brand FerMato is launching its first television brand campaign. It focuses primarily on promoting its flagship product – fermented dressings. The campaign will run from June on the Prima group’s channels and is based on a simple concept that plays on wordplay, a summer atmosphere and the personal involvement of the brand’s founder.

The FerMato brand is making its television debut with its biggest brand campaign to date. FerMato dressings play the leading role, specifically the best-selling Klasika variant. “The television campaign is primarily intended to support long-term brand building and brand awareness among consumers,” says Radim Stráník, the company’s founder and owner.

The campaign will run from 1 June for the entire month, and subsequently throughout July and August. Following a break in September, the campaign is expected to return in October and November. The adverts will be broadcast across the Prima Group’s channel portfolio.

A distinctive feature of the campaign is the personal involvement of the brand’s founder, who appears in the advert. The creative concept is based on a play on words using the suffix “to”, which runs throughout the campaign. The advert thus features slogans such as “ferma to”, “chutná to”, “světové unikáto”, “zkusí to” or “ochutná to”.

The video featuring the TV advert can be viewed here.

“It might seem a bit crazy, but this principle works very well for our brand. It’s simple, memorable, and people quickly associate it with the brand,” says Radim Stráník, describing the concept.

Summer atmosphere and barbecues

For the campaign, the brand collaborated with the creative agency Adeverti CZ and its in-house production unit, Independent Video. Filming took place on location near Frýdek-Místek and visually captures a relaxed summer atmosphere, to which barbecuing is an integral part.

Leon Sverdlin, a respected creative and marketing strategist with many years of experience in the Czech advertising industry, also contributed to the final form of the advert in collaboration with the creative agency. According to the brand, his perspective helped to shift the entire creative principle of the communication so that it was distinctive and easily recognisable.

“The aim was to create a campaign that would come across as authentic and unmistakable, make full use of the brand’s assets, and at the same time naturally build on the brand’s existing communication, in which the owner has long been active primarily on social media. We chose the exterior and atmosphere of the advert to subtly highlight that this is a completely natural product made from fresh ingredients without any chemical additives,” says Petr Mohyla from Adverti.

FerMato sees its entry into television as a natural step in its further development. Alongside performance-based activities, it also wants to invest more in building brand awareness. “Our target group is still very much a television audience. Reaching this group through a campaign therefore makes perfect sense to us,” explains Stráník.