Communication success cases
Made by Ukrainian team
Raquel
And other sweet corns
Problem: The first impression of the fresh market was negative: customers thought the corn had a virus that made the corns white. We understood that the variety needs promo strategy.
The strategy included:
  • Breaking barriers of the bicolor fear
  • #1 step: Local promotion in regions close to the sea (leaders of fresh market corn)
  • #2 step: All-Ukrainian promotion
raquel
White spot means sweet
raquel visual
Raquel sweet corn in (2023)
The corn appeared in markets 
in the beginning of September, at the price floor
RESULT FOR SUPERMARKETS:
  • Sales volume: x2
  • At Price: x1.5
raquel
Suply chain
raquel product
Now the marketing is aimed towards corn popularization among both end users and farmers.
Melons
Amal was a famous bestseller, Mazaine was going to become one, but competitors were adding a new assortment of varieties. The situation required more promotion for the top varieties and product range expansion for keeping market share.
Strategy steps:
  • Assortment expanding
  • Promo of new hybrids
  • Providing an assortment of diversified
varieties to keep market share
raquel
All-Ukrainian promo campaign with free samples of new varieties together with the bestsellers
Result: We managed to keep market share despite many novelties from competitors. Nowadays Clause melons is a synonym of a melon in Ukraine. 
melons visual
Melons
  • In 2 weeks the network ordered only Maori as the demand for the usual melon was very low
  • Sales volume of Maori was higher than the forecast of the usual melon
RESULT FOR SUPERMARKETS:
  • Maori price was 14.99 uah/kg
  • Usual melon costed 10 uah/kg

The case was very interesting for all local famers.

We received many requests
for cooperation, but COVID changed the plans.
Suply chain
Eggplants
Problem: The new hybrids (Kazimir, Octavia etc) delivered good results in Ukraine, but the sales grew very slowly as the market was used to the old bestsellers. 
The strategy was
  • to use simultaneously all possible promo touchpoints for delivering info about advantages of the eggplants to get maximum awareness and boost sales. We launched a massive promo campaign in 2020 and then just hold the awareness level for two more years with a minimum budget. 
kasimir
rafaela visual
This resulted in a step-by-step popularity growth.
Peppers
Clause offered a wide range of peppers in Ukraine with the headliner Hercules.
  • Over time, the new products not only meet but exceed the standards set by their predecessors. To ensure our customers receive only the best, we phased out the older products and introduced the enhanced versions. Our updated lineup reflects our commitment to continuous improvement and delivering superior quality.

  • Promotion strategy included keeping Hercules popular along with increasing 
of new varieties share.
kasimir
red dir visual
pepper product
Many clients use a few hybrids from our assortment to diversify growth strategy. 
Bolivar F1
Very famous variety in Ukraine. A few years ago we faced that its popularity was decreasing because of competitors novelties. The novelties were not better than Bolivar, but they constantly conquered a small part of the market. We understood that the variety needs constant promo support.
Main advantages that we focused on:
  • Long storage
  • Combine harvesting
bolivar
bolivar visual
Casta F1
The tomato appeared simultaneously with a few competitors (before the new marketing team arrived)
  • The team understood that the tomato had been underestimated. 
Therefore, we created a plan to reveal its advantages
kasta
amarok visual