Cris-Tim – The Clean Label Law

Cris-Tim launched the Clean Label — a self-imposed commitment to produce cold cuts with no additives, flavor enhancers, colorants, or artificial preservatives. Although unique in the local industry, the initiative was often perceived as a government regulation rather than a voluntary brand decision. The risk was real: Cris-Tim could lose the very differentiator it had built through years of investment, research, and communication. In the same year, Romania held three rounds of presidential elections for the first time in history — the perfect context for a campaign that turned this confusion into a creative advantage.

When a brand acts more responsibly than the state, people tend to believe the initiative must have come “from above,” not from a factory.

If people believed the Clean Label was a law, we made it look like one. This became “The Clean Label Law” — a series of parody presidential speeches where the “President” announces a new food law, only to discover that the author isn’t a politician, but Cris-Tim.

The TVCs perfectly recreated the tone and setting of an official presidential address: institutional backdrop, flags, podium, formal language, and solemn promises. The “President” declares new laws about food with no additives, no E-numbers, and no compromises — hoping the initiative came from the system, only to learn it came from Cris-Tim. The contrast between the serious tone and subtle humor made the message memorable, authentic, and perfectly timed to the political context of the year. The campaign extended online and in retail, amplifying the “law” narrative across every consumer touchpoint.

The campaign reinforced Cris-Tim’s position as category leader and pioneer of transparency in the food industry. Consumers clearly understood that the Clean Label was a voluntary brand initiative, not a government regulation. Cris-Tim remained a trusted and differentiated leader in a category dominated by promises rather than proof.