Development of a promo idea for Lactalis company Cheese Category Management prog
Volga Volga agency won the tender for POS materials development for Lactalis company, the leader of milk products and cheese production in Europe. For 12 years of successful operation in Russia Lactalis proved its role as one of the key players of Russian cheese market, showing dynamic development and having huge future potential.
In March 2009 Lactalis launched "Cheese Category Management", a program aimed at drawing consumers attention to various kinds of cheese and awake the interest in the product through product range optimization and proper shelf-management.
The target of communication is to convey the information on delicate shades of taste of various cheese products to the consumers, and provide assistance in navigation through product range and making the right choice.
Volga Volga developed the idea for promotions in hypermarket chains, was shaped into slogan "The cheese diversity" and design for all types of POS materials. The promo slogan is implemented similar to the style of President TM, the most recognizable brand of Lactalis company. The agency also proposed the options of cross-marketing with other product groups (fruits, wines etc.).
The program took off with the promo in one of the largest hypermarket chains in Moscow. The project is promoted in modern format outlets where the customer makes his choice on his own.
Project Group:
Natalia Potapova: Project Manager;
Darya Sholomitskaya: Copywriter;
Pavel Sivokhin: Art Director;
Sergey Posadnik: Designer.