Tnuva goes for brand consolidation

The purpose of this campaign is improved brand recognition. “We mainly use TV and outdoor, but are also very active on below-the-line [BTL, or unconventional advertising] operations, especially with samplings,” Lahav added. The company will also advertise on the Internet this year and has already launched an advertising campaign in subway stations.

Last year, Tnuva was one of the major advertisers in Romania, with a €14.4 mln promotion budget. Lahav added that investments in advertising in 2008 will also be significant.

Tnuva is working with advertising agency McCann Erikson for its Romanian campaigns.