CONTEXT:
For 15 years, LUCA has been the best bakery in any city. But since its opening, it has had the same problem: the queue.
And for Romanians, queues come with an emotional baggage. It was the trauma of communism, now it’s the trauma of bureaucracy, or the FOMO of Black Fridays.
A marketer’s rulebook would not recommend building our anniversary campaign around something people associate with frustration. But we did the exact opposite. We bet everything on it. It just needed a shift in perspective. At LUCA, the queue isn’t an inconvenience, it’s a cultural phenomenon. For 15 years, people have lined up for authentic taste, products made with passion, and for tradition done right. They choose to wait, no matter the weather or the hour, and that’s clear proof that, in LUCA’s case, the queue has become a symbol of loyalty and quality.
The anniversary campaign turned this potential weak spot into a brand asset. The queue shouldn't be seen as a problem, but as a badge of honor. So blended our message with a mix of self-irony and respect for LUCA’s community, showing them that waiting is part of the brand experience, for which we are very grateful.
