Get used to Luxury

Creative idea

While inflation dominated headlines and cheap private labels flooded shelves, LaMinut launched LaMinut LUX, priced 20% higher to celebrate Romania’s favorite survival strategy: unapologetic luxury at the weekend barbecue. Sparking initial buzz on TikTok before storming TV, OOH, and PR, the campaign elevated local kitsch-chic aesthetics into cinematic art. Fuelled by Balkan humor and sharp self-irony, we reframed humble-bragging and turned a humble condiment into the ultimate flex, proving that even in economic chaos, status is best served extra yellow.

Brand name: LaMinut
Advertiser / client: Orkla Foods Romania
Product / service: Food
Campaign name: Get Used to Luxury
Agency network: INDEPENDENT AGENCY
Agency: Orkla Foods Romania - Bucharest
Additional company: Circo Visual/ Black Maria Film/ Griffin Advertising
Additional company: Griffin Advertising