Marketing Cherkizovo reinvents its main brand
The relaunch of its main brand represents over 300 products in the sausage and chilled meat categories.
As part of the rebranding campaign, the company improved the recipes of its sausages and ready-to-cook pork products, and reduced the product offering by removing the products that had failed to meet the customers’ expectations.
According to consumer surveys, 81% of respondents perceive the Cherkizovo brand products and Premium smoked sausages as being of higher quality thanks to revamped packaging. Moreover, 83% of those who usually opt for competitors’ products reported they would be inclined to buy Cherkizovo sausages after the design makeover. Among other things, the modern packaging solution serves to increase brand awareness among the young audience.
The Group has already started shipping its revamped Cherkizovo products to retail chains. From mid-October, the rebranding exercise will be supported by a comprehensive advertising campaign leveraging TV, online and other consumer communication channels.