Gradena. Dezghețat în bucătărie
The Challenge
Entering a frozen vegetables market dominated by established players (Edenia, Bonduelle) focused on health claims, performance, and functional benefits within a category where differentiation often defaults to sameness.
My Role
Strategic creative rebranding and copywriting. Responsible for defining the central idea, narrative direction, and campaign language across formats.
The Approach
Rather than competing on predictable health and freshness claims, the strategy reframed the product’s functional benefit, saving time, into an emotional territory.
“Dezghețat în bucătărie” (roughly translated to Defrost yourself / Time to warm up in the kitchen) positioned Gradena as the frozen mix that gives you back time and energy to reconnect: to slow down, talk, and be present enough to pull the leg of those who share the kitchen, not just cook faster.
Building the hype
The idea was brought to life through a series of short-form films designed for both digital and TV, allowing the concept to live across everyday moments.