Kaufland Bulgaria

Katerina Oucheva
Head Of Marketing
Kaufland Bulgaria

Noble Graphics *Lead Agency

Zhelez Atanasov
Strategic Planning Director
Noble Graphics

BBDO Group/Media Direction OMD

Emil Mihaylov
Group Account Director
BBDO Group/Media Direction OMD

Zenith, part of Publicis Groupe Bulgaria

Maria Shtereva
Media Director
Zenith, part of Publicis Groupe Bulgaria

Native

Nikolay Nikolov
Executive Director
Native

Human

Nikola Tsanov
Producer
Human

Chef Butcher – Kaufland's own brand of fresh packaged meat – launched with a massive campaign in 2020. Unfortunately, it failed to build an emotional connection with consumers. The new communication in 2022 should correct this image mistake, achieving identical business goals. Chef Butcher's campaign taps into the consumer insight that there is nothing more valuable than delighting loved ones with prepared meat. By combining the unadulterated human assessment of the meat's taste with the seal of quality from TUV Nord, the campaign achieves its business and image goals.