The Watermelon Summer Hit

BRIEF

Romania’s iconic Dăbuleni watermelon community faced its worst season in a decade:

• 65% drop in national watermelon production in 6 years
• 35% decrease in Dăbuleni farmland
• Farmers at risk of debt = direct risk for BCR Social Finance clients

We needed to protect a vulnerable community, spark demand, and rebuild trust through a “larger-than-business” intervention.

SOLUTION

The Watermelon Summer Hit, a national movement turning a local crisis into pop culture.

1. Become the media

• Launched The Dăbuleni Newspaper
• Direct watermelon deliveries to journalists & influencers
• Story landed in prime-time news (ProTV)

2. Take over Calea Victoriei

• Limited-edition Dăbuleni watermelon ice cream (Velocità)
• Watermelon lemonade & desserts (Green Hours)
• BCR hub pop-up + financial quiz with prizes
• TikTok amplification + Antena 1 prime time

3. Empower the community

• BCR mobile bank in Dăbuleni
• Financial education & counselling for locals