Marketing Cherkizovo reinvents its main brand

by Editor fleischwirtschaft.com
Tuesday, October 08, 2019
As part of the rebranding campaign the company removed the products that had failed to meet the customers’ expectations.
Photo: Cherkizovo
As part of the rebranding campaign the company removed the products that had failed to meet the customers’ expectations.

In September Cherkizovo Group has launched a comprehensive revamp of its flagship brand, Cherkizovo. The changes impacting both the product appearance and ingredients are designed to emphasize the Company's focus on customers, make products stand out on store shelves, and expand the company's audience outreach.

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.

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