Instead of relying on isolated marketing activities, we developed a cohesive campaign built around a distinctive creative concept designed to make the brand truly memorable. Or perhaps more accurately… unforgettable to hear.
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Our objective was to bring the entire product portfolio together under one strong master brand, creating a clear and consistent communication platform instead of fragmented marketing activities.
At the same time, we developed a distinctive communication and visual concept that helped TANY stand out in a highly competitive category, maximising brand recognition and recall – even with a relatively modest campaign budget.
The processed cheese category is highly competitive and most brands rely on the same familiar advertising formula: a happy family gathered around the table, fresh bread and a slice of cheese. We knew that wasn't the way to make TANY stand out. To build a memorable brand, we needed a creative idea that would break category conventions while remaining simple, distinctive and easy to remember. So we took a completely different approach.
During a strategy workshop with the client, we uncovered a simple but powerful consumer insight.
TANY is always there when you need it. Whether it's packed in a school bag for lunch, carried in a backpack on a hiking trip or grabbed for a quick dinner at home, TANY is a convenient everyday staple that's always within reach. This insight became the foundation of the entire campaign and inspired the central campaign line: "You've Got TANY!"
From there, we built a consistent creative platform across every touchpoint – from display advertising and social media to YouTube and, most importantly, television, where TANY Šumavský Krém is always within reach, no matter the situation.
From the very beginning, we set out to create the exact opposite of a typical processed cheese commercial. Instead of predictable family scenes and conventional product shots, we developed an energetic, fast-paced TV commercial designed to capture attention the moment it appeared in an ad break. At the heart of the campaign was the catchy rap anthem "You've Got TANY!", created by DJ Roxtar. More than just a soundtrack, it became a memorable sonic brand asset that reinforced the campaign message and made the commercial instantly recognisable. Throughout the spot, we made the brand highly visible through repeated and prominent branding. In a category where consumers often remember the product but not the manufacturer, strengthening brand recall was one of our primary objectives. To bring the core idea to life, we introduced a distinctive brand asset: a hand holding TANY Šumavský Krém that could appear almost anywhere. It burst through the dining table. Shot out of a school desk. Popped out of a hay bale. Always putting TANY exactly where people needed it – within reach. To extend the campaign beyond television, we also cast Czech influencer Martin Hranáč, whose appearance helped generate additional attention across social media.
Independent testing by Behavio confirmed that the campaign delivered strong branding results.
Among people who had seen the commercial, brand awareness increased by 8%. The commercial also performed well in brand recognition, outperforming 81% of all ads in Behavio's advertising database. It achieved similarly strong results in category recognition, scoring higher than 88% of the commercials tested by Behavio.
The campaign also delivered strong results across digital channels. Display banners generated 1,625,394 impressions, reaching 941,776 unique users. Across Meta platforms, the campaign achieved 9,279,670 impressions, 3,589 website clicks, 4,188,684 video views and 2,522 user reactions, demonstrating strong audience engagement Search campaigns also contributed to the campaign's success. In Google Ads, we generated 447 clicks, with our ads appearing in the top positions on the search results page in 50% of auctions. For branded keywords, impression share increased significantly—from 34% in January to 57% in February, strengthening TANY's visibility during the campaign. The campaign generated an additional 1,321 clicks through Sklik, while the YouTube video campaign delivered 35,167 video views.
