Turkey's most popular turnip brand, Doğanay, appears before consumers with its new commercial targeting young people who have never tried turnip before. In the campaign, whose creative processes are carried out by Titrifikir, Doğanay Şalgam expands its consumption area by coming together with different flavors loved by young people.
With the movie, which will be broadcast on special digital channels that will attract young people, it is underlined that the Doğanay Şalgam flavor should be drunk in a "buzzz" way.
Expressing their expectations about the new campaign Doğanay Food Marketing Deputy General Manager Gözde Balkan“Although turnip is a well-known product, in our research we see that there are still consumers in the young target audience who have not tried it and that there is a serious potential to increase consumption in this group. Şalgam is a drink that is loved by its consumers, but is somewhat distant from those who have never tried it. As the clear leader in the category and a taste reference brand, our aim is to give Doğanay Şalgam the place it deserves on the tables and to make young people love this flavor, which goes well with every meal, by breaking their barriers. On this new path we have embarked on with our agency Titrifikir, we aim to both have consumers who have never tasted Doğanay Şalgam try it and to grow the category by increasing its share in different consumption areas.” made his assessment.
M. Can Demir, Creative Director of the creative team that brought the campaign to life, summarized the process as follows;
We thought that turnip is a drink that belongs to us, not only because it takes its place on crowded tables but also because it is a part of the culture of this country. It is impossible not to be surprised when we meet someone who has not drunk it before... But research has shown us that for a large part of our country, turnip is a drink that has not been tried yet. a taste
Therefore, in addition to reminding consumers who already love turnips, we also wanted to speak to that large market of those who have never tried them before. While doing this, we underlined that Doğanay Şalgam can be drunk with different flavors, keeping in mind the tendency of young people to try innovations. I believe that we have created a young and entertaining film with the contributions of our director and all our friends on the set.
Source: HORECA Trend and Doğanay
