Context

The growing free-range trend, alongside occasional selling of chicken from unscrupulous producers, has reduced consumers’ confidence in Nasha Ryaba, the market leader in Ukraine. As such, Nasha Ryaba was the first to suffer loss in sales as the result of consumer doubts. Consumers reported confidence levels in 2015 that were 23% lower than previous years. 

Challenge

"Nasha Ryaba" makes high quality chicken meat, but assurances of quality through direct advertising alone would obviously be ineffective. We decided to design a campaign using as spokespeople moms, whose desire to watch over their families’ health would be more persuasive than facts alone. 

Solution

We developed “Mama Quality-Control” as an advertising campaign to assuage mothers’ doubts about the quality of mass-produced chicken. It was suggested that the heroines of the “Mama Quality-Control” project be actual employees of Nasha Ryaba who have small children. The employees’ confidence in the product and their unscripted stories about eating Nasha Ryaba chicken were compelling. They became the semantic core of our project. In order to further connect with customers, we needed a person who would be trusted by the customers as a caring mother, whose careful discernment with her children would make her observations and conclusions about our product particularly persuasive. This person was TV presenter Nadezhda Matveeva, the undisputed leader of opinions among the female audience.         

Effect

Within just 4 months of starting the advertising campaign, we had reversed the trend of falling sales. We got through to the consumer, communicating the facts that the products undergo thorough laboratory monitoring and do not contain hormones and antibiotics in a way that gained consumers’ confidence. By the campaign's end, an IPSOS survey showed a steady positive trend in sales.