Integrated communication and data intelligence agency Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, becomes, after a series of pitches, Profi’s communication partner for both the image component and the app.
Repositioned under the motto “Zilnic Prețuri Mici”, the Profi network has gradually introduced a new store concept, with an improved product range. The success of this format, which was gradually expanded throughout the entire network to offer urban and rural Romanian consumers a complete experience at the highest standards of innovation in European retail, has made the brand evolve from merely a convenience store to a place where you can find a pleasant surprise anytime.
Just little over a year after the launch of the “New Profi” concept store in Ploiești, the network already has over 350 such stores. The “New Profi” model reveals itself in four established formats: Profi Super – the large-scale store, with the largest sales area and the widest product range; Profi City – the small urban unit, close to home; ProfiGo – the convenience store, small, for quick, basic purchases; and Profi Loco – the store outside the big urban areas.
"The «New Profi» comes with a more pleasant design, easily recognizable even from a distance, but with new additions as well, such as FiiGo Cafe areas and the Bistro deals of freshly baked pastries, cakes and other products, convenience areas where people can shop easily and quickly. The new Profi model offers a breath of fresh air in every detail. From new furniture and better lighting to new services such as freshly cooked meals, hotdogs, burgers, pizza, and premium brew-your-own coffee, to name just a few of the innovations, all, of course, involve significant investments in new equipment. At the same time, the assortment of the stores is permanently adapted both in the convenience and dry food areas.", explains Pawel Musial, CEO of Profi Rom Food.
"In 2021, we started to revolutionize the way our stores look and the feeling they convey, introducing the «New Profi»concept and convenience shopping. In 2022 we continued to expand this model, while also leading a revolution inside of Profi through digitalization and nnot only, including the use of artificial intelligence for the benefit of our customers. This series of innovations, together with the diversified range of products at the best prices, turns every visit to Profi into a joyful moment, hence this unique video inspired by the well-being of our customers and the chorus of the cover suggested by us – ‘Come to Profi now and win'.”, adds Marta Królikowska, Marketing Director of Profi Rom Food.
"When starting an ambitious partnership, you need to calibrate and align the teams quickly so that results can be visible immediately and to achieve a healthy long-term consolidation as well. Retail is one of the most dynamic industries that requires agility, flexibility, and serious know-how from everyone involved in the process, to sustain an alert and continuous pace. With all these ingredients and with a lot of passion, we embarked on this partnership journey, and we already feel that we are a «Gang » that will achieve many remarkable things together, that will not sit still at all and that will get on many stages next year.”, points out Carmen Miruță, Client Service Director Cheil | Centrade.
Beyond its new offline look, Profi's efforts also stand out in the digital realm, offering complex, personalized experiences through loyalty programs unique on the market. Moreover, customers will enjoy an even easier access to the products they want - home delivery and forms of e-commerce that will soon make an appearance at Profi.
"What's interesting about the New Profi is the fact that it's a store loved by public segments that, at first glance, have nothing in common. GenZ gamers and their grandmothers alike show the same appreciation for Profi. Even though the details of their experiences are obviously different, the underlying reasons are the same: great value for money and iconic products listed on the shelf, which constantly have their needs in mind. This diverse audience, on one hand conservative and on the other post-ironic, coupled with the ambition to give this popular brand the virality in communication it deserves, inspired us to outline an unconventional campaign that modernly reinterprets a hit that was loved by all Romanians for many years.", mentions Miruna Baias, Strategy Head Cheil | Centrade.
"The goodies from Profi already have pop-culture status in Romania. The FiiGo coffee is the best way to start your day, the hotdogs are already TikTok stars, the burgers have better reviews than those from famous franchises, the pizza is something you can’t refuse no matter the time of day, and the «Raftul Vinarului» shelf and the area with ready-to-eat meals always offer solutions for a sophisticated dinner. This squad of viral products from Profi, loved across generations, couldn't have shined better than on a hit that entire generations of Romanians have danced to, such as 'Gașca Mea'.", adds Mihai Gongu, Executive Creative Director Cheil | Centrade.
Influencers amplification:
https://www.tiktok.com/@jador/video/7146242167537716486?is_copy_url=1&is_from_webapp=v1&lang=en
https://www.facebook.com/varciu.liviu/videos/812213673135879
https://www.instagram.com/reel/Ci2POJ8AbXo/?utm_source=ig_web_copy_link
Profi România Team:
Pawel Musial - CEO Profi Rom Food
Marta Królikowska - Marketing Director Profi Rom Food
Valentin Cristescu - Marketing Manager Profi Rom Food
Andreea Oancea - Communication Coordinator Profi Rom Food
Cheil | Centrade Team:
Mihai Gongu - Executive Creative Director
Alexandru Roșca – Group Creative Director
Alina Zaharescu – Head of Art
Andrei Nedea – Art Director
Sorana Popescu – Graphic Designer
Miruna Baias – Strategy Head
Carmen Miruță – Business Lead / Client Service Director
Bianca Cauc-Bitu – Account Director
Alexandra Dinu - Account Manager
Bianca Colcea – Jr. Social Media Specialist
Monica Garbur – AV Production
Mihaela Iamandi – Traffic Director
Dan Butoi – DTP
Production House Reloadfilm.ro
Iulian Moga – Director
Marius Ivașcu – DoP
Dragoș Roșu – Choreographer
Radiana Bratu – Costume Stylist
Traian Ardac – Producer
Adi Bulboacă – Foto & Video SM
Postproduction Chainsaw Europe
Maria Zaharia – Image Editor
Hasan Nasser, Andrei Vasilache - Sound Editors
Alecsandru Georgescu – Graphic Editor
Diana Gordon – Postproduction Coordinator
PROFI România is the Romanian network with the largest geographical coverage in the country, as well as the largest employer in Romanian retail with approximately 27,000 employees, in over 750 localities, working in more than 1,600 stores, of which approximately 900 are managed of partner entrepreneurs.
Full service digital agency Cheil | Centrade is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.
Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.
In 2022, Cheil | Centrade won the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, Gold, Silver and two Bronze trophies at the Effie Awards, as well as two Crystal trophies at MAD Awards. In 2021, Cheil | Centrade was the most award-winning agency at Webstock Awards (16 shortlists and 7 medals) and was the most awarded Romanian agency at the Cresta Awards. It won the Grand Prix of the IAB MIXX Awards and the Gold trophy at Internetics. Also, it scooped 5 nominations and 3 trophies at the Effie Awards in the categories of tech, energy, banking and insurance.
FOR MORE DETAILS, PLEASE CONTACT:
Măcrina Vendlinger
macrina.vendlinger@centrade-cheil.com
https://centrade-cheil.com/
