Bold, new advertising campaign boosts Zolotoy Petushok brand recognition by 17%
— 2006-02-15 —

Moscow, February 15, 2006 – Produkty Pitania, Russia’s major manufacturer of frozen convenience foods, announced today that the company’s recent advertising campaign to promote its newly redesigned Zolotoy Petushok packaging produced a significant boost in product recognition.   

According to Tea Grguric, Vice-President for Marketing, the ads - which ran from September through December 2005 – worked “extremely well,” increasing brand recognition by at least  17% in two of the company’s most strategically important cities – Moscow and Saint Petersburg.

“2005 has been a great year for our company in terms of its new marketing strategy, which focuses on expanding production and distribution capacity, while improving our marketing tools and building stronger brand recognition and loyalty for our Zolotoy Petushok trademark. This advertising campaign was the first ever for Zolotoy Petushok, as we have used other promotion tools in the past, including product placement and BTL events. 

To ensure broad outreach among its target audiences, Produkty Pitania used television as its main advertising vehicle.  What’s more, the company placed a number of short articles and recipes in leading consumer publications. And placards promoting the new Zolotoy Petushok “look” appeared around subway stops in both Moscow and Saint Petersburg.

But one of the campaign’s most exciting promotion efforts was a unique BTL event held at 200 of the largest retail outlets in Moscow and Saint Petersburg. Event specialists created special cards announcing the newly redesigned product line, which consumers could mail to friends and family via Gold Post - as well as leaflets filled with recipes using Zolotoy Petushok products.  In just four weeks, this event helped the company connect with more than 300,000 consumers.

The overall advertising campaign emphasized the Zolotoy Petushok slogan “Tasty treat – excellent mood,” which Grguric believes conveys a clear message.  “When you think about Zolotoy Petushok, you think about a product that is both delicious and easy to use – and one that makes the whole family happy.”

Grguric went on to say that “the trademark and advertising campaign audit will help guide the Zolotoy Petushok marketing process in the future, in addition to identifying the most basic needs of our consumers”.