Lactalis company is a leader in milk products and cheese production in Europe and one of the key players of Russian cheese market. In 2009 the company was preparing the launch of "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.
OBJECTIVE
Create a promo campaign idea to be used in POS materials at hypermarket chains. 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.
SOLUTION
The idea is to demonstrate the "cheese tradition" in the whole rich assortment and diversity of tastes. "The cheese diversity" slogan communicates the idea and encourages the consumers to taste various brands of cheese. The slogan is implemented similar to the style of President TM, the most recognizable brand of Lactalis company. The key visual image is a tempting cheese plate filled with ready-to-eat cheese, pretty served dainties and desserts. The agency also proposed the options of cross-marketing with other product groups (fruits, wines etc.).
The program took off in March 2009 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.
Lactalis Vostok chose the idea by Volga Volga on a tender basis.
CONTEXT
Lactalis company is a leader in milk products and cheese production in Europe and one of the key players of Russian cheese market. In 2009 the company was preparing the launch of "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.
OBJECTIVE
Create a promo campaign idea to be used in POS materials at hypermarket chains. 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.
SOLUTION
The idea is to demonstrate the "cheese tradition" in the whole rich assortment and diversity of tastes. "The cheese diversity" slogan communicates the idea and encourages the consumers to taste various brands of cheese. The slogan is implemented similar to the style of President TM, the most recognizable brand of Lactalis company.
The key visual image is a tempting cheese plate filled with ready-to-eat cheese, pretty served dainties and desserts.
The agency also proposed the options of cross-marketing with other product groups (fruits, wines etc.).
The program took off in March 2009 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.
Lactalis Vostok chose the idea by Volga Volga on a tender basis.