LaMinut Social Media

LaMinut’s digital communication is deeply rooted in Romanian culture, where good food, barbecues and everyday humour naturally bring people together. Our approach builds on this familiar world, shaping a distinctive, playful voice that feels close to its audience.

Griffin develops and manages LaMinut’s social media communication, from always-on content and seasonal campaigns to major product launches. Our work brings together creative direction, copywriting, visual content, digital strategy and media planning & buying across Meta, TikTok and YouTube.

The latest LaMinut LUX campaign, built around the message “Obișnuiește-te cu LUXUL”, gave us a rich creative territory to explore. Working with the campaign platform developed by Orkla Foods Romania, we extended its humour, larger-than-life characters and distinctly Romanian attitude into digital content, short-form videos and a coordinated media strategy.

The result is a consistent digital presence that celebrates the brand’s personality while keeping LaMinut relevant, entertaining and connected to its audience.