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Native Advertising in 2021

Musical greetings with Pöttyös

by Adam Bezeczky, Regional Press Officer CEE

 

Pöttyös, the famous Hungarian dessert brand, and Spotify start the year with an innovative joint campaign, unique to the whole Central and Eastern European region. The iconic polka dotted packaging of the product has been replaced by hearts and short greetings until Valentine’s Day and further features a unique code that can be scanned with the Spotify app. Spotify’s proprietary codes work similarly to QR codes and lead to customised playlists that capture the cheerful sentiment of the short greetings.

From 10th of January until 14th February 2022, Hungary’s most-loved brand Pöttyös Túró Rudi will be back for its ninth traditional heart campaign. The essence of the campaign has remained unchanged for nine years: the red dots change to hearts for Valentine’s Day, and the packaging of the dessert is decorated with personalised messages. These messages express a happy state of mood and can be used to send a message to loved ones, family, friends or colleagues. According to Barbara Harangozó, Senior Brand Manager of Pöttyös, the popularity of the heart-shaped campaign is based on constant renewal:

 

“Every year we tweak the basic concept of the campaign to successfully engage and activate consumers. This year, we’re making the Túró Rudi experience digitally shareable with codes that lead to themed Spotify music playlists. We have selected songs for the playlists that convey the cheerful, optimistic attitude to life that is associated with the Pöttyös brand.”

Music already played an important role in the 2019 campaign, when well-known national lyrics were used on the limited editions Pöttyös Túró Rudi. This year, thanks to the unique collaboration between Pöttyös and Spotify, we can really put our feelings to music. 

“It’s always special when two love brands come together and work on a creative initiative. Spotify is inseparably associated with music and Pöttyös Túró Rudi with delicious desserts. Httpool, the exclusive representative of Spotify on the Hungarian market, is proud to present such an innovation together with Spotify and Pöttyös for the first time in the Central and Eastern European region.” – said Zsuzsa Fekete, Senior Client Solutions Manager at Spotify, Httpool.

 

Spotify’s proprietary codes are similar to QR codes that can be scanned through the Spotify app to access nearly forty playlists by consumers of the limited edition Pöttyös desserts. Featuring TOP200 hits from the best-known Hungarian and international artists, the themed playlists are packed with iconic songs that all ages can hum along. Creative support for the campaign was provided by ACG Advertising Agency.

 

About Pöttyös

Pöttyös is a true homegrown love brand, an iconic Hungarian brand that has been making people smile for over half a century. As a multi-generational favourite, Pöttyös is known and loved by everyone, from children to grandparents. The history of the brand began with Túró Rudi, a fresh cottage cheese, but thanks to continuous product development, fans can now choose from a wide variety of Pöttyös delicacies. In 2015, a sponge cake-based milk dessert was introduced, followed by Guru, a modern, multidimensional taste experience. In April 2019, the first liquid Pöttyös product, Pöttyös Cocoa Milk, became available and in the summer of 2021 the first spoonable Pöttyös Cheese Dessert hit the shelves. Pöttyös is both traditional and innovative, with a strong focus on understanding new consumer needs and popular trends.  

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