“We are at times too ready to believe that the present is the only possible state of things.” — Marcel Proust
It seems fitting to start with a quote from the legendary French book author whose novel In Search of Lost Time dives deeply into the past. Into nostalgia.
And what is nostalgia but a piece of history still lodged in our memoirs, whether hidden or in plain sight? A piece of history that consists of several components, but the strongest ones are smell and taste.
And wasn’t it a madeleine cookie that catapulted Proust’s main hero into his childhood? Well, here in the town of Split we have the exact same thing. Except it is not just one cookie, it is the whole factory that is the symbol of nostalgia, and whose products, with their unchanged recipes and production, when tasted hit you right in the “feels.”
Bobis is the oldest bakery and cake factory in Split. During its 70 years, it has become a synonym for tradition, reputation, top quality, and the place where, not only the townsfolk of Split, but any other passersby start their day. With a cup of coffee and a piece of cake.
Bringing back memories
Furthermore, Bobis, in my mind, represents careless weekend strolls to the market with my mother only to stop by a Bobis bakery. I used to look in awe at those colorful marzipan cookies, and recall being rewarded with one for carrying the groceries.
Last year Bobis moved its business into a brand-new factory, and the premise of the campaign was to build more brand awareness. The factory was new, but everything else was old, tested, and — nostalgic.
The opening of the new factory was the occasion to remind our readers of the tastes and scents of their childhood. Numerous people in Split associate Bobis with the “good old days” when being a child was more carefree than today.
So, the digital and marketing teams had their work cut out for them. Engaging people’s nostalgia can backfire unless it is done properly, and the client had to be on board with the idea.
Slobodna Dalmacija set four objectives:
- Inform the public about the opening of the factory.
- Share the main statement of the campaign which was, “Old recipes, new technology, the same quality.”
- Remind our targeted audience that Bobis is still in function and that their products can bring back the feeling of childhood.
- Promote best-selling products that have been the benchmark of Bobis artisan production line.
Taking taste to the Web
We decided to present the bestsellers from Bobis on a microsite that was active on our main Web site for two weeks. It comprised photography of Bobis’ cookies and cakes taken in a studio environment. Photographs were accompanied by text — testimonials from our best authors that included their childhood experiences with Bobis’ products. Thus, several authors had the chance to, in a way, become Proust themselves.
Since there were seven products/bestsellers, the main title of the campaign became “Magnificent seven” and we promoted these seven products:
- Bobići: sweet almond cookies that go best with coffee.
- Sirnica: a traditional Dalmatian dessert made for Easter.
- Mandulat: a dessert of almonds, honey, egg whites, and sugar.
- Marzipan chickens.
- Chocolate donut.
- Krempita: cake made from cream and puff pastry.
- Crunchy Cake: traditional at almost all weddings in Dalmatia.
The Magnificent Seven campaign did hit customers right in the “feels” and we had an impressive reach and many clicks — both on our socials and Web pages. This just shows that with the right recipe you can not only reach your KPIs but also feel happy about reliving the good old days. Even if it lasts only for a couple of bites.
Photo courtesy Paun Paunović/Cropix.