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Hot Stuff
Wherever I want

RAN IN: Russia

CLIENT
ABI Product

AGENCY
SLAVA *Lead Agency


DDVB


Leo Burnett


SUMMARY

Our target audience does not only rely on supermarket purchases to fulfill their basic needs to eat a meal. Often the Young and Reckless do not have the time or want to put in the effort to cook or prepare food at home. They are prone to visiting fast food chains because of the speed, convenience and bright taste. Fast food is a relatively new appearance for Russia and one of the very few ways our audience sees as an alternative to Ready Meals at home. Hot Stuff ready meat snacks have all the advantages of fast food now in your own home. We bought the idea to life through packaging, a TV and outdoor campaign and the launch of a new product.

CASE VIDEO


Audience: The Young and Reckless who are not engaged in their choice of brand. They are prone to impulse purchases and they find it easier to keep one brand in their minds rather than several for different categories. They buy products because they need to fulfill a basic need to eat. They eat more often than not outside of the family environment. They also react to a bright offer on the supermarket shelves. They are young men and women aged 18-35 with middle income.

Objectives: STAGE 1. To make people aware that such tuned snacks exist in 2015 and 2016 in order to take market share from traditional ready snacks and meals, then having taken market share very quickly in STAGE 2. we had to both maintain market share and continue to grow. At that point the aim was to grow the category that we had made.

Type: B2C

Language: English, Russian