LAUNCH OF THE NEW FOOD CATEGORY FOR THE HOLIDAY CELEBRATION
Details
Yelli is a popular brand (CIS) of completely healthy cooking mixes that allows you to diversify your daily meals. Before 2022 the brand launched a new category of bruschetta toppings.
We helped implement the launch of a marketing campaign to bring new products to market. Despite the hot season, the actual coverage exceeded the forecast by almost 2 times.
The brief
We faced a challenge to introduce the consumer to Yelli bruschetta toppings, a new product category, and provide a full cycle product launching digital campaign: from creating a Big Idea to a campaign implementation. The ultimate goal was to generate visits to online marketplaces and increase product trials.
The start of the campaign was scheduled for the New Year period. We also ran two additional campaigns for the gender holidays later this year.
The approach
The agency developed the campaign idea "That Yelli Couple" and created a visual image of the perfect wine pairing in any situation: from a romantic dinner to a party with friends. An effective mix of digital channels and formats (static and animated banners, video, stories, Facebook Instant Experience), which included a digital promo campaign in social media, working with influencers and competitive mechanics, allowed us to achieve excellent results.
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