CLIENT
Nestle Ukraine
Anna Gryshchuk, Group Brand Manager TORCHYN Cold Sauces BU Culinary, Nestle Ukraine
AGENCY
Anton Savchuk, Creative Director, VisageDDB Ruslan Palamarchuk, Art Director, VisageDDB Roman Shemchuk, Designer, VisageDDB
Irina Denyak, Account Director, VisageDDB Yuliya Koritskaya, Senior Account Manager, VisageDDB
Zenith
SUMMARY
Ketchup category has been in decline for several years due to the growth of retail prices, and for the trend of healthy lifestyle. Torchyn suffered the most as being one of the higher priced products in the category. Many consumers switched to cheaper ketchups, trying to save money, or preferred those ketchups, which they considered more natural. Forming the right perception of quality of ketchup is pricey and complicated: for one group of consumers it’s about the ingredients, for others it’s about expiry terms, and also about recipe, additions, and healthiness aspects. So many various facets of quality – but communication should answer at all question at once! Implementing an integrated campaign, we managed to put a stop not only to the sales of Torchyn, but we also managed to drive the growth of the entire category with the growth of Torchyn market share.
