Edenred – Lunch of the Year 2025

Fig. 1 – Edenred Lunch of the Year 2025 - creative direction

Project overview

Edenred is a global leader in employee benefits and digital meal vouchers. In Romania, the brand wanted to strengthen the emotional connection with its audience by positioning the lunch break as more than just food — a moment of identity, belonging, and joy. Lunch of the Year (Pranzul Anului) is the first nationwide campaign dedicated to lunch as a cultural and emotional experience. In a world where lunch breaks are often sacrificed, Edenred aimed to revalue this essential moment by offering a double-impact activation: emotional connection and commercial impact.

Challenge

Most meal voucher campaigns focus on discounts, convenience, or functional benefits. The challenge was to make Edenred stand out by creating an emotional hook around the everyday ritual of lunch, while keeping it playful, relatable, and highly shareable.

Creative approach

Instead of promoting food categories or partner restaurants directly, we decided to humanize eating habits by turning them into typologies. The idea: Tell me what you eat for lunch, and I’ll tell you who you are.

We created (along with the amazing marketing team from Edenred) a series of character archetypes that blended humor, cultural references, and food culture. Each had a memorable, slightly absurd name in Romanian, designed to spark recognition and self-identification:

Prajitolog – the lover of all things fried
Dejunozaur – the one who always goes big on lunch
Snackolog – the constant snacker
Pastafarian – the worshipper of pasta.
Vegangelist – the evangelist of green bowls and healthy eating
Friptonaut – the explorer of grills and meat-heavy plates
Locuitor în Țara lui Mai Bine – the advocate of local, authentic ingredients
Prânzocrat – the ruler who elevates lunch into a daily ritual

These names weren’t just jokes — they acted as identity triggers. People could laugh, but also see themselves in one of the typologies.

Fig. 2 – A pastafarian

Fig. 3 – A vegangelist

Fig. 4 – A desertolog

Fig. 5 – A snackovor with their description

Fig. 6 – A dejunozaur with their description

Fig. 7 – A pastafarian with their description

Execution

The campaign combined bold, colorful visuals with short, witty copywriting to highlight each archetype. The characters appeared across digital channels, social media, and employer communication materials, inviting users to recognize themselves and share.

The naming system was the creative engine of the campaign: it allowed easy expansion, meme-like engagement, and consistent branding.

First impact:

The typologies generated instant recognition and conversation.
The humor-driven naming created high memorability and shareability.
The campaign reinforced Edenred’s positioning as a daily companion in people’s lives, beyond the functional layer of meal vouchers.

Fig. 8 – Proposed graphical symbol for the Pranzul Anului campaign logo

Fig. 9 – Pranzul Anului 2025, campaign assets

True impact

The success of Prânzul Anului came from leaning into culture, not product specs. By creating playful, language-driven archetypes, we built an emotional bridge between Edenred and its users. It showed how a voucher brand can speak the language of its audience and become part of everyday identity.

Brand Relevance
5M+ people reached, 12M+ impressions

Reinforced Leadership
Romania’s first nationwide lunch campaign with a 360° visibility

Engagement & user activation
23635 votes, 8578 quizzes, over 1.7M newsletters delivered

Media Coverage
48 earned media appearances (TV & online), 966K reach, 705K impressions through influencers

Restaurant Visibility & Growth
5745 restaurants voted nationally, reinforcing Edenred’s role as a growth partner for the HoReCa sector

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