Premia Eriti Rammus - Premia | Clapboard Ad Archive

Premia’s 2019 campaign Premia Eriti Rammus, created by Division for the Estonian food market, is a film-led exploration of nostalgia and shared summer moments that anchors the brand firmly within the emotional landscape of family and childhood joy. Set in a sun-dappled apple orchard, the campaign unfolds as a contemporary fairy tale inspired by the timeless storytelling tradition of Astrid Lindgren, transforming the simple act of enjoying ice cream into an immersive sensory experience that evokes warmth, laughter, and love. Division’s approach eschews direct product demonstration or problem-solution narratives in favor of an aspirational portrayal of togetherness, capturing intimate interactions between parents and children that resonate universally. The campaign’s use of the iconic Estonian movie theme Päikeseratas by Olav Ehala amplifies its emotional pull, marrying sound and image to deepen the connection with the audience’s collective memory of summer and familial bonds. This is an approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, where the focus lies on conjuring a relatable lifestyle moment that the target audience can both recognize and aspire to, positioning Premia Eriti Rammus ice cream as the sweet thread weaving these moments together. The campaign’s single TV commercial, supported by digital and outdoor executions, ensures a broad yet cohesive presence across media channels, reinforcing brand salience through atmospheric storytelling rather than overt messaging. The careful art direction and production values contribute to a polished, cinematic quality that elevates the campaign beyond conventional food advertising into a memorable cultural vignette. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how food brands can deepen emotional engagement by embracing culturally rooted storytelling and sensory nostalgia, which creates a durable brand impression that transcends transactional selling.