Produkty Pitania launches an effective product placement approach
— 2006-02-14 —

Product placement is certainly paying off when it comes to marketing Produkty Pitania’s Zolotoy Petushok trademark – with some innovative new brand promotion vehicles in place. 

In February 2006 the company folded one of its tasty Zolotoy Petushok treats into a scene from the new children’s program, Luba, Children and the Plant, produced by Russia’s STS channel.  Piggybacking on the concept, Produkty Pitania has introduced its products into 12 popular TV series, showing various characters buying and cooking them.  

The idea took hold in 2003 after Exmo Publishers printed a novel by Daria Dontsova entitled Zolotoy Petushok Fillet, which features its characters cooking Produkty Pitania’s frozen chicken-based convenience foods. In fact, experts assert that this was the first time fiction has been used as a product placement tool in Russia.