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Atomic Smokey Sausages
Not another picnic?!

RAN IN: Russia

CLIENT
ABI Product

AGENCY
SUMMARY

Atomic Smokey Sausages are juicy and tasty sausages with an appetising smoked outer layer. The campaign created and secured the territory of PICNICA for the brand and conquered the hearts of consumers despite a large number of competitors with huge media support. With smoked sausages Atomic Smokey you can make a real picnic wherever and whenever you want irrespective of the circumstances. Sales in 2018 grew by 25% in comparison to 2017 where they grew 14% despite the fact that the market shrank by 3% in 2018. 

CASE VIDEO


Audience: Men and women 18-34, middle income and in general with no children. They are active and open to new things and feel that you have to get the maximum amount of pleasure from life. They like to share pleasant moments with others. They eat what gives them pleasure. They eat sausages on their own (to satisfy hunger) and in a friendly atmosphere with a grew of friends. They consumer sausages when they want to grab something raw or heated microwave, grill on the barbacue, grill, coals and as a snack with alcohol. They love picnics. 

Objectives: Increase sales growth vs previous year (2017 +14%) taking from other players in the sausage category. 2017 share of sausage category 2%. Cherkizovo 8%. Out perform competitors in the brand indicators "The most pronounced taste of smokeyness" and "Best sausage for picnics".  

Type: B2C

Language: English, Russian