CHALLENGE
- Develop a unified creative campaign framework
- Increase sales
- Boost spontaneous brand recognition, improving the brand’s standing among top players in the industry with high brand metrics
ABOUT
Ranked among the top five leaders in the meat gastronomy sector in Moscow and the Moscow region, the company is a prominent producer of sausages, hot dogs, snacks, delicacies, dairy products, semi-finished food products, and HORECA offerings.
SOLUTION
The meat market is fiercely competitive, with brands heavily investing in broad-reach advertising campaigns. Large brands invest heavily in mass-media campaigns and TV ads, while local producers dominate in regional markets.
To break through the noise, we opted for a celebrity-driven approach to distinguish the brand from others. Through CHAID segmentation and econometric modeling, we optimized the budget split between TV and digital platforms, ensuring maximum impact and the right timing for ads.
BRAND DIFFERENTIATION VIA CELEBRITY ENDORSEMENT
Dmitry Dyuzhev was the ambassador for «Myasnitsky Ryad» for several years. However, by 2019, we noticed a decline in campaign performance due to creative fatigue.
When selecting a new ambassador, we considered popularity and ratings, then conducted research through Yandex.Vzglyad to assess audience interest in various celebrities across different target segments. Based on the findings, we selected Konstantin Ivlev, Russia’s most famous chef, known for his expressive personality and memorable image. Every commercial was packed with energy, using three to four cuts, a few table tops, visual tricks and playful moments to ensure that the audience stayed engaged. From grill camera views, piled high sausages and all types of grilled meat to «tsar» sandwiches and impromptu packshots on a big rock, we made sure each ad was an exciting visual feast that perfectly matched Ivlev’s fiery personality and our product.
Choosing the right celebrity has a powerful impact on how consumers perceive the ad, the brand’s image, and the likelihood of them making a purchase. We’ve been extremely satisfied with the results of our partnership with our first ambassador, Dmitry. Looking ahead, our strategy is centered on building expertise in our category, which led us to partner with Konstantin Ivlev.
After visiting our production facility and meeting our team, Konstantin was impressed with our high standards in meat processing and eagerly accepted the offer to become our ambassador. His bold, no-nonsense chef persona resonates with our audience. He is always pushing for the best, driven by his energy and professionalism—qualities that perfectly align with our brand.
VIDEO PRODUCTION
Every commercial was packed with energy, using three to four cuts, a few table tops, visual tricks and playful moments to ensure that the audience stayed engaged. From grill camera views, piled high sausages and all types of grilled meat to «tsar» sandwiches and impromptu packshots on a big rock, we made sure each ad was an exciting visual feast that perfectly matched Ivlev’s fiery personality and our product.
ECONOMETRIC ANALYSIS FOR OPTIMAL CAMPAIGN TIMING
We built an econometric model to analyze sales volume, media presence, and competitor activity on TV and in digital channels. By factoring in seasonal sales growth and TV viewing dynamics, we identified the best times for ad placement. The campaign was divided into four key periods: January, April-June, September, and November-December, with each period featuring the most suitable ad with Ivlev.
AUDIENCE SEGMENTATION
Primarily mothers who make purchasing decisions for their families, valuing product quality above all.
Young, unmarried men and women who prefer easy and satisfying meals.
Using CHAID analysis, we identified the most valuable consumer segments to target:
A twofold increase in combined ROI from TV and Digital campaigns compared to 2019.
Ranked among the top three in brand recall for meat product consumers in Moscow.
Growth in spontaneous brand recognition among meat product consumers in the Moscow region.
Celebrity endorsement allowed us to adapt our creative approach across multiple channels while maintaining a cohesive brand message, helping us cut through the clutter and stand out in a competitive market.
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