648

Title648
BrandAO "MPK "NORILSKIY"
Category E01. Food
Product/ServiceGOLDEN BROWN BAKED CHICKEN IN VACUUM PACK
Entrant :OTVETDESIGN Saint-Petersburg, RUSSIA
Idea Creation :OTVETDESIGN Saint-Petersburg, RUSSIA
Credits
Name Company Position
Vladimir Fedoseev :OTVETDESIGN Creative Director
Ksenia Ohotnikova :OTVETDESIGN Art Director
Daria Sholomitskaya :OTVETDESIGN Director of strategy
Nika Toroptsova :OTVETDESIGN Designer
Katerina Gurina :OTVETDESIGN Account Manager

The Campaign

The brand was offered a functional “character” name– 648 degrees. At this temperature, the product spends 3 minutes in infrared tunnel what allows having golden brown without using oil or grill.

Creative Execution

The chicken packaging became equally functional. The main communicative effect is achieved in this case not even by the label but by the innovative pack sheet. It is foil. On the one hand, the material underlines cooking technique – it is widely used for baking products at home; on the other hand, it demonstrates an innovative nature of the brand – the product looks very much up to time. The label continues this actual set design vector. Moderate black color perfectly contrasts with the main material and laconical layout distinctly transmit a message about cooking technology and ingredients.

Indication of how successful the outcome was in the market

• High sales right from the start with no additional marketing budget support; • Customer loyalty caused by high packaging recognition and perfect quality product; • Due to the innovative packaging the brand easily got on shelves of lux class stores and networks with product selection policy; • Increase in sales due to “word of mouth” effect and customers’ activity in social networks – many people shared pictures of the unusual product

Target audience of the product – are above-average income people who live an active life and have no time to cook. This being said, they still care a lot about their health – so, sausage products and grilled chicken do not meet their requirements. A niche of healthy semi-finished meat products was empty. Crisis changes culture of consumption. The poor have to stop consuming some types of products and choose down-market brands. However, for middle and above classes health is one of the key values and they do not economize on it. The target audience does not shift the market basket consumption bar but just becomes more selective when it comes to shopping.