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“With Elit, nothing changes! Except the tag!”. Successful rebranding of the Transylvanian cold cuts producer included in top 10 companies in Alba County

For Elit, one of the most important cold cuts producing companies in Romania, with an experience of over 16 years in the field, 2019 meant foremost the repositioning as a brand.

“Along with our integration in the Smithfield Romania Group, we wanted to be even closer to the end consumer and to his expectations. Starting with the selection of the raw materials, the production process, testing and taste calibration and ending with the packaging of products, Elit offers Romanians a clear and consistent experience with regard to traditional recipes and innovative products. We have positioned ourselves from the start as ambassadors of experience in the cold cuts industry, aiming at offering an addition in value and taste. We want our products to bring together all the family members around the table and create treasured memories”, said Voicu Vuscan, manager of Elit Cugir.

Elit has a tradition in exquisite taste™, regardless if the products are specialties, salamis, smoked meats, wursts or sausages. That is why, via the marketing campaign and the distributed communications, the campaign sent the message that “With Elit, nothing changes!” Except the tag” The Elit products keep the same exquisite taste but, starting this year, are presented to the customers with a new image, logo and tags, following a complex process of rebranding that set out to align the product presentation to the newest tendencies in packaging design.

In April, we launched two advertising spots on the TV channels with the largest number of viewers and three radio spots with local and national broadcast, in order to keep the public’s attention focused on us and send the message, with a touch of humor, that the Elit team knows its job very well and never compromises when it comes to quality, also not being open the tinker with the recipes that have managed to achieve exquisite taste. The TV campaign was resumed in October, with other spin-offs of the initial commercials, emphasizing the specific Elit brand products. The well-known Chef Foa entered the game with a lot of humor, came up with “fresh” ideas to change the recipes… And the Elit team followed him with great care, literally and figuratively! You can see what followed in the commercials, designed as a TV series, humorously debating issues ranging from BREXIT to taste improvements (https://www.youtube.com/channel/UC5XQjeLjv8iWGLM-NSReCCA), but also on the most well-known and used social media networks, where Elit customers can find out the latest news about the products, can learn fast recipes and can sign-up for monthly contests: Facebook (Elit), Instagram (elit.mezeluri) and YouTube (Elit Mezeluri cu Gust Desăvârșit).

In 2019, Elit increased the production capacities for “raw-dried” products and doubled the sales volume in this category. New products were promoted, like house-made sausages “Filled with meat”, continuing to be market leaders in the category of premium and traditional sausages, and Berlinki wursts, distributed by Elit. For the holiday season, we have in-store campaigns for all the product types.

“Via the marcom campaign, launched in 2019, we aim at placing Elit on the map of Romanian brands, with an updated package design, but keeping the exquisite good taste! Elit is a daring brand, conversational and friendly, supporter of doing and saying things the Romanian way, the quality way. Elit is about people, about professionals in the food industry and about good products, with exquisite taste”, concluded Voicu Vuscan.

The rebranding campaign launched by Elit in 2019 meant an important investment and shall continue in the future with other projects in the marketing and communications fields. The company is included in the top 10 companies in Alba County, established by the Chamber of Commerce, Industry and Agriculture in Alba.

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In its 4 own factories in Bucharest, Alba Iulia, Cugir and Arad, Elit produces all the range of cold cuts. Salamis, sausages, specialties, wursts, baloney, smoked meats, fresh meats, raw-dried meats, minced meat rolls, working with all the sales channels, but mainly in traditional trade, where we have a portfolio of 13,000 active customers.

The distribution is done via 5 logistic warehouses (Alba Iulia, Bucharest, Craiova, Bacău and Constanța) and over 20 cross-docking warehouses. The Elit store chain, the warehouses in Cugir, Alba Iulia, Bucharest, Constanța, Bacău and Craiova, together with the distribution chain consisting of over 250 refrigerator trucks, makes it possible for the Elit cold cuts to reach your tables in the shortest possible time.

The company presently has 1,800 employees (1,500 Elit employees and 300 Vericom), and a cold cuts production capacity of 2,500 t/month.

In time, Elit developed over 300 delicious products, carefully selected. Along with the integration of Elit in the Smithfield family, Elit started promoting in Romania the products designed by its colleagues in Poland (Morliny, Yano and Krakus ranges) and proposes to introduce the Berlinki range on the traditional market.

Voicu Vuscan, 40 years old, graduate of the European Studies Faculty, Babes Bolyai University in Cluj Napoca, in 2001, started his career with ELIT in 2002, buying raw materials from Europe, Canada, USA and Brazil, as well as selling them in Romania. In 2013, he took over the general manager position ELIT. The six years of mandate meant a 50% increase in business, with regard to the turnover, business volume and profit, peaking in 2018 with the integration of ELIT in the Smithfield group, the largest pork producer in the world

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