Client: Kaufland Romania
Host: Sorin Parcalab
Chef: Kitchen Affair
“Paketul de acasă” – the taste that never leaves
There is a moment that almost every student in Romania knows: the phone call and the voice from home asking, “I sent you the package, take care of it.” It’s not just a bag full of food. It’s a ritual. It’s an invisible connection between “home” and “where you are now.”
Starting from this simple yet profound truth, we created for Kaufland the project “The package from home” – a heartfelt cooking show where food becomes a story, and each recipe says something about where it comes from and the people who pass it on.
From bus station to studio: the beginning of every story
Each episode begins where everything actually starts: the moment of receiving the package. At a crowded bus station, in front of an apartment building, or at a student’s door. A simple moment, but full of emotion.
The unboxing is not just about food – it’s about familiar smells, reused jars, and “are you sure you have enough?”. It’s that moment when longing becomes tangible.
From here, the story takes the next step: the challenge. What happens when you have to make your own “package from home”?
A different cooking show: emotion, not just recipes
“The package from home” is not a classic cooking show. It is a format built on real experiences, where students are challenged to recreate recipes received from their parents, using accessible ingredients and plenty of improvisation.
In each episode:
- a student receives the challenge to cook “like at home”
- is guided by a chef, but also by their own memories
- can call “home” for help
- and in the end, the dish is judged by… mothers
The result? An authentic mix of emotion, humor, and real moments – from the first clumsy attempts to surprisingly successful outcomes.
Romania in a package: 5 episodes, 5 regions
The show was structured into 5 episodes, each representing a different area of the country and a specific dish:
- schnitzels from Transylvania
- dumplings from Maramureș
- leek stew from Oltenia
- potato pancakes from Bucovina
- fish brine from Dobrogea
Each recipe thus becomes an ambassador of its region, and the package – an emotional map of Romania.
Visual energy and Gen Z vibe
Visually, the project was designed as a dynamic mix between digital content and cinematic storytelling. Fast camera movements, close-up shots during cooking, and slow-motion moments turn each episode into a fresh and authentic visual experience.
The main set – a modern kitchen with traditional accents – contrasts with the real living spaces of the students, always maintaining a balance between “home” and “new.”
The soundtrack completes the experience, combining reinterpreted folklore influences with hip-hop elements to create a common language between generations.
More than food
“The package from home” is not about perfection in cooking. It is about the process. About trying. About mistakes that turn into memories.
It is about how a simple dish can tell a story about family, longing, and identity.
And perhaps the most important message is this: even if you leave home, you never truly leave it behind. Because “home” stays with you – in a package, in a recipe, or in a taste you will never forget.
Production Company: Parcfilm
Director: Cojocaru “Lutu” Ion Gabriel
Assistant Director: Carlo Mihail
Producer/Photographer: Tudor Hristescu
DOP: Nicolae Anghel
Camera Operator 1: Tien
Camera Operator 2: Vlad Cantoreanu
Camera Operator 3: Bogdan Ionescu
DIT: Diana Raetchi
Video Assist: Nicolai
Lighting & Grip: Robert Fenechiu
Sound: Stefan Munteanu
Production Manager: Ali Amir
Production Assistant: Bogdan Ionescu
Key Set PA: Said Amir
Art Director: Anca Munteanu
Food Stylist: Vlad Anitei
Costumes: Alexandra Ungureanu
Costume Assistant: Ema Serban
Make-up: Simina Bradeanu
Hair: Simona
Post-Production Coordinator: Ilinca Nanoveanu
Editing: Alexandru Harabagiu
Color Grading: Capatoiu
Equipment: PaRent