Agroeco
Russia's leading meat market manufacturer launches the country's largest meat processing plant and enters local retail.
Marketing objective
Rebranding, communication strategy and implementation.
Business objective
To enter retail with the brand and to recruit highly qualified specialists to work at the plant and in the management company.
Align the consumer brand with the HR brand as well
The retail meat market is very mature and competitive, at this stage in the competition between brands, value positioning is very important.
We found that our audience often imagine industrially produced meat to be unhealthy: they think it's full of harmful additives and the animals are raised on antibiotics.
Meanwhile, the HR market became an employer's market, so companies started to dictate terms. Interviewees complained about non-market unofficial salaries, disrespectful attitudes and ignoring employees' problems.
Looking back at the structure of the company and its past, we found honesty and purity more suitable values for the brand.
Honesty from management and HR methodology to openness in production and pricing.
Purity from their natural feeds to their special biosafety status.
Communication strategy and implementation
HR line
For established professionals we formulated messages that told about the honest approach in HR work of the company: official high salary, social guarantees, transparent career development system and so on.
We hit all the professional job search services with new content and messeges. Made a series of videos telling the success stories of employees in our company. Launched a series of interviews about what's going on in the company for current employees, demonstrating transparency and openness.
We started working with students in their usual social networks and media, and made our own branded classes in core universities.
Retail line
Online
Made a series of cookery videos with popular chefs who prepared dishes using our products. Made Reels on social media with recipes that have become very popular. Compilations of dishes with great food photography.
Offline
We made partnership projects with restaurants across Russia with dishes from our brand. We held several city gastro festivals. Flagship shops with brand communications. And brand communications in grocery shops.
““The goals have been achieved, I am glad to work together””