A TV commercial for Rama baking margarine, to raise the number of home bakers.

upfield – rama image

Rama is one of the most widely known baking brands in Hungary. However, its image had grown dusty and the brand was associated with an older generation. This caused sales figures to stagnate. The goal of our image campaign was to rejuvenate the brand and emphasise Rama’s expertise, all while communicating it in a modern way and preserving the brand’s nature.

The spectacular processes of baking are shown in three quick scenes of the film. Characters change, but all three situations pose the same question: Why do we look for reasons when we get something? Our film shows how neither special occasions nor extraordinary reasons are needed to surprise someone with a delicious cake or pastry. The message is universal: love and Rama are the commonality.