By referring to the positive emotions and associations evoked by the era from three decades ago, Kaufland wants to attract different generations, recalling the classics and trends of the time that we all love and to which we like to return with nostalgia.
Kaufland wants to fit into the fashion of the 90s.
Kaufland takes us through a world that is the essence of what was best in the 1990s. The campaign was created based on new positioning and an approach to the brand as a "love brand".
– Observing trends and the world around us, we noticed that we eagerly return to the 90s. The fashion of those years has been with us for several seasons now, inspirations are also visible in design and interior design. Polish cuisine dishes reflecting the flavors of childhood are also back, but in a refreshed form. On the one hand, we want to always be up to date with events and news, but on the other hand, we miss what is familiar and simple. Hence the idea for a campaign reflecting the best of the 90s. We want to refer to positive events, a carefree atmosphere and products that appeared on the market at that time and are still available for sale, also here – says Marta Rumak, director of the digital department .
From July 4, you will be able to see colorful spots on social media, featuring 5 characters going back to the 1990s. The brand's channels will shine with creations straight from glossy magazines, engaging game show-style formats and references to activities typical of that period, such as playing on a spindle. or listening to disco music. Kaufland will also engage influencers in the campaign who will support the planned consumer activations and competitions.
The Altavia Kamikaze + K2 agency is responsible for the strategy using the nostalgia motif and creations.
Throughout Europe, Kaufland has over 1,500 stores and employs approximately 155,000 employees. In Poland, the chain has 246 stores and employs approximately 15,500 employees.