1. Ardealul National Consumer Promotion Special Projects

2. Background The concept had a lot of potential to generate word of mouth and therefore, we spread the idea by building different partnerships: with press groups, gas station chain, bloggers and even our employees.

3. Dedicated website Over 300.000 unique visitors; 4.245 places were registered on the website During promotion a dedicated website www.locuricufainosag.ro (www.placeswithfainosag.ro) was launched.www.locuricufainosag.rowww.placeswithfainosag.ro Mechanism: Everyone who knew a beautiful place from Romania (a town, a touristic attraction or just a special place) could upload it on the website. The visitors can also vote the preferred town of touristic attraction Top places with Fainosag

4. Dedicated Facebook page A dedicated Facebook page was launched and more than 11.000 fans were gathered by the end of campaign. The Facebook page was linked with the promo website https://www.facebook.com/ardealulcufainosag?fref=nf

5. Offline special project Mechanism: Over 200.000 stickers with the message “Place with Fainosag” were produced and distributed via promoters in stores to consumers. Consumers were encouraged to place the stickers on everything they considered it has “fainosag”.

6. Special project on the radio A special project with EUROPA FM, no 1 radio at urban level in Romania Mechanism: If you called on the morning show and promote a beautiful place from Romania and give enough arguments to the radio host, you could win a backpack full of Ardealul products.

7. Special online project A project developed together with Ringier media trust. They developed advertorials and Facebook posts on their most popular magazines websites and Facebook communities: www.unica.ro www.avantaje,ro www.viva.ro Facebook Viva: 32.600 fans Facebook Avantaje: 181.00 fans Facebook Unica: 185.000 fans Facebook Baby: 146.000 fans

8. Internal contest for the employees A trip to a mountain resort was offered, by lucky draw, to the Orkla employee who uploaded at least 5 recommended touristic attraction on the dedicated promo website. Sales force company cars were branded.

9. Mechanism: 50 000 maps of Romania touristic places marked with Fainosag were distributed along a chain of gas station. Inside of the map, promotional materials and stickers were placed. Special project with gas station network MOL Romania The maps were offered for free for everyone who bought full tank gas.