Rolmlecz is celebrating 50 years of being on Polish dinner tables as are the generations that grew up savoring its one-of-a-kind taste. The “50 years, timeless taste” campaign aims to not only remind people of the legacy of the beloved ‘cheese with the cow on the label,’ but also to introduce it to a younger audience. This 50th anniversary campaign marks the next step in Rolmlecz’s collaboration with the oS3 and ONE House agencies.
A half century has passed, bringing with it five decades of change – five different worlds and styles of living. Yet, one taste has remained unchanged. In Rolmlecz’s anniversary campaign, the iconic cheese takes audiences on a nostalgic journey through the decades, from the 1970s to the present. The campaign is aimed at those who remember Rolmlecz from their childhood as well as those who are just discovering it.
Watch the ad:
“This campaign is a special project for us. The 50th anniversary of a brand that has been part of so many special moments for Poles is not just a time to celebrate but also a chance to revisit some of our most cherished memories. We want both our long-time customers and new generations to rediscover this timeless flavor,” says Dorota Grabowska, Head of Marketing at SM Mlekpol.
To reach a broad audience of lovers of the iconic cheese, the campaign features not only ATL media (including TV) but also extensive digital outreach and the use of VOD platforms. The creative content stands out with its originality and humor, and additional engagement comes through interactive social media posts and a nationwide online competition, created specially for the 50th anniversary celebration. This competition gives participants the chance to win attractive prizes, but, more importantly, it engages them in a fun experience as delightful as the iconic cheese with the cow on the label itself.
“We wanted to create a campaign that is both engaging and nostalgic, yet lively and in tune with modern media consumption. That’s why we decided to make extensive use of digital media, which complements traditional media perfectly,” says Monika Sokołowska, CEO of oS3.
“We’re excited to be part of this unique anniversary campaign, which not only celebrates the brand’s 50th anniversary but also builds bridges between generations,” adds Luiza Szymańczak, Account Supervisor at oS3.
The entire advertising effort – from strategic concept to creative development and media planning – is being led by the ONE House Group. The oS3 agency is developing the strategy and creative concept, and overseeing content production, while ONE House is doing the media planning and buying. The synergy of having comprehensive services within one advertising group allows for efficient budget use and maximizes the campaign’s reach.
“Close collaboration between agencies within the ONE House Group is key to our success. It allowed us to ensure that both the creative and media buying aspects would be perfectly aligned with the client’s goals and needs,” says Katarzyna Baczyńska, Head of Media at ONE House.
The advertising spots were produced by Graffiti Films, with Armin Kurasz directing.
The creative team responsible for the campaign includes:
On the client side, Aneta Wysocka-Wejda, Deputy Head of Marketing at SM Mlekpol, has been overseeing the project.
On the agency side, for oS3, the project team consists of:
- Creative: Marta Hermanowicz (Creative Director), Paweł Pyzik (Senior Art Director), Natalia Gregorowicz (Copywriter)
- Social media: Juliusz Korwin (Social Media Director), Hanna Machnicka, Małgorzata Kowalkowska (Social Media Team)
- Client service: Luiza Szymańczak (Account Supervisor)
On the agency side, for ONE House, the project team comprises:
- Media strategy: Andrzej Charyta (Communications Manager)
- Offline media buying: Katarzyna Krzyżaniak (Senior Communications Planner Buyer)
- Online media buying: Jan Badziąg (Senior Programmatic Specialist), Ewa Strąk (SEM & Paid Social Specialist)
- Client service: Krzysztof Sukiennik (Communications Director)
Contest landing page production:
- Project management: Martyna Jurek
- Design: Anna Pachnicka, Piotr Chrobak
- Development: Artur Ciołkiewicz, Przemysław Abramowicz
