The AGRICOLA group of companies is launching, right at the beginning of this spring, the integrated campaign "Uncelebrated Cooks," which puts the AGRICOLA Brand at the center of attention and, unlike previous approaches, is dedicated to those who work magic in many, many kitchens: home cooks.

In a world where cooking is a true spectacle, where renowned chefs, influencers, bloggers, vloggers, and many others compete to bring the art of cooking into the realm of visibility, inspiration, and even celebrity, with the humility of a brand that delivers the most diverse range of safe and high-quality meat and meat products to the local market, AGRICOLA proposes to direct our attention to home cooks - those who have a "superpower": they gather all their loved ones and close ones together around the table with dishes.

Built around the concept of "uncelebrated cooks," the entire communication proposed by AGRICOLA is an "ode" to those who, beyond technique or diplomas, manage to bring family members together around the table every day, an ability often overlooked in the gastronomic universe.

"Although they don't have the fame of chefs, those who cook for family or friends are forced to respond to multiple culinary challenges. Day by day, home cooks respond to everyone's preferences and tastes, are careful to prepare dishes with always different specificities, offering culinary variety, and take care to fit within the budget, without compromising on quality.

Their secret lies not so much in what they put on the plate but in the power to bring all their loved ones together at the table, a power that deserves recognition and reward, of course, with an offer of fresh, high-quality products." (Monica Felea, Senior Copywriter & Ionica Dogaru, Senior Art Director WOPA).

The new image campaign of the AGRICOLA Brand is therefore an "ode" addressed to home cooks, "meaning mothers, grandmothers, fathers, aunts, and all those who work in the kitchen, after working hours, to offer their loved ones the most delicious dishes, prepared with much love, devotion, and, obviously, with the best ingredients - specifies Daniel Bitere - Marketing Director AGRICOLA.

For 5 weeks, the campaign will run in an initial flight on 18 national TV channels. The ATL campaign will also be doubled online in static and video format, with the same clips, but specially adapted for each communication channel:

Facebook, Instagram, YouTube, lifestyle, and cooking websites, which are followed by our consumers. Throughout the year, we will also have PR declinations, where we aim for a bold objective, to "democratize" the act of cooking, focusing on each product category: differentiating chicken, air-dried salami, ready-meals."

The new creative concept of the campaign is highlighted by the Agency-partner AGRICOLA for over a decade: "WOPA continues the story started more than 10 years ago, and we are very happy about it.

AGRICOLA is and will remain a brand close to our hearts, a brand in whose construction we have put our minds and souls, together with the people from AGRICOLA. And we hope to continue the story for many more years, with as many campaigns as possible that bring us together for success." (Ionuț Datcu, CEO WOPA Communication Group)