Varenyky just like Grandma's
The challenge
VAM is a regional producer of frozen convenience foods.
VAM is a regional producer of frozen convenience foods. It's a family business that makes food the way they'd make it for their own table, and the quality shows. The company's signature is hand-made varenyky (Ukrainian dumplings). They were up against a very crowded market and didn't want to become “just another frozen food maker”. VAM set out to expand into neighboring regions, so they needed a campaign that would really work.
The result
Our team bet on the brand's emotional side
Our team bet on the brand's emotional side — something that would set it apart from competitors. We focused on the hand-making and realized that making varenyky is about calm, comfort and the taste of childhood. That's how the story came about: a grandmother making the dough and shaping varenyky by hand while she waits for her grandchildren. We paid a lot of attention to the visuals and characters, building a picture that highlights the product's key strengths and takes you back to childhood: a cottage in the Carpathians, perfect nature all around, authentic music, the grandmother, natural ingredients, water from a well, and several generations in the kitchen and at one table. The grandmother's monologue keeps the viewer hooked and fills the picture with warmth, care and childhood. The result was a warm, genuinely inspiring film that resonated with the client, their team and thousands of consumers, and helped the brand go national. Today VAM is in every supermarket, and many people think of its products with a warm association: “varenyky just like Grandma's”.
Credits
- Director
- Viktor Masliaiev
- DP
- Oleksii Khoroshko
- Creative
- Vitaliy Sobolevskiy
- Producer
- Vitaliy Sobolevskiy, Liudmyla Baida
- Production designer
- Mykhailo Levchenko
- 1st AD
- Serhii Korniienko
- Gaffer
- Ihor Leontiiovych
- Editor
- Nazar Shpilchak
- Motion graphics
- Nazar Shpilchak
- Playback
- Oleksii Honiailo
