Medve
Brand Image
How do you revitalize 90 years of nostalgia for a modern audience? As the lead agency for Savencia Hungary, managing heavyweight brands like Karaván, Tihany and Medve, we faced a massive challenge: rebooting Hungary's most iconic cheese brand.
Medve was deeply embedded in pop culture, but it needed a contemporary spark to turn long-standing loyalty into active engagement. We dreamed up a powerful new brand image that didn't just look back—it celebrated Medve as an honorary family member, proving that while times change, true friendship remains unbreakable.
How did we bring it to life?
We deployed a high-octane integrated mix dominated by a cinema-grade TVC. Because true friendship manifests in countless ways, we designed a campaign framework that seamlessly connects with consumers' everyday lives across both online and offline spaces.
What did it achieve?
Our strategic creative overhaul conquered the industry's ultimate stage: we earned a coveted shortlist nomination at the Effie Awards in the competitive Image category. Beyond industry recognition, the results spoke for themselves on the market:
- Outperformed Market Growth: Brand sales volume surged by +9% in 2024, significantly outpacing the overall processed cheese category's +3% growth (Nielsen 2024).
- Reinforced Market Leadership: Medve solidified its position as the segment leader by driving substantial market share gains—expanding by +1.4 percentage points in volume and +2.2 percentage points in value (Nielsen).
