History of the brand Nasha Ryaba started in 2001, when the producer – Myronivsky Hleboprodukt – decided to create the brand and launch a campaign for fresh (not frozen) chicken meat produced by it. The tender was held, the winner of which was our agency (then this was Darcy). We developed the positioning "Fresh and Guaranteed Delicious", the name and logotype, however we did not recommend to launch a wide-scale publicity campaign. The reason for such decision were the 32 (!) barriers for purchase of chicken meat, which were revealed as a result of holding complex qualitative and quantitative studies. It was necessary to not only launch the brand and overcome these barriers, but also to create a new category – the category of fresh chicken meat. And to become the leader in it.

Preparatory Stage

After weighing the importance of all barriers revealed, 3 main ones were revealed, with were to be battled above all:

• chicken meat is not nourishing enough (rather fits for children and patients)
• not many dishes can be cooked from chicken meat (broth or fried chicken legs)
• fresh chicken meat is more expensive than frozen one

The "fight" against the barriers was conducted with the help of a wide-scale PR campaign during 9 months. The national press and TV were involved. There were no mentions about the brand, only promotion of the category of fresh chicken meat. In parallel, in order to help the client to increase the number of points of sale, the PR campaign "Success Story" was launched, which told based on examples of stories of concrete people about advantages of partnership with "Myronivsky Hleboprodukt". For realization of this direction, regional press was involved.

It was necessary to expressly differentiate the brand at points the sale so that the buyer could easily find and purchase Nasha Ryaba. Since the main place of purchase of chicken meat – both fresh and frozen (which was also revealed by the study) – were open markets, branding of points-of-sale was developed and the client implemented the highest standards of storage, layout and sale.

Main Launch

As the brand's ambitions was to become the leader in the newly created category, the positioning was chosen from the point of view of main benefits of this category – "Fresh and Guaranteed Delicious». It was decided to comprehensively communicate in the future the both advantages of the brand: freshness and deliciousness.

The national publicity campaign started in September, 2002. It consisted of a series of TVCs united by the common idea – "The Freshest Chicken is Live One" and the slogan "The Freshest Chicken Meat" (see the series).

For overcoming the barrier of costliness, the TVC "Scales" was launched, which was very effective and just "killing" for frozen chicken (see the TVC).

Already in half a year it was decided to pass to the second brand's message – the taste, and to demonstrate in parallel the variety of dishes that can be cooked from Nasha Ryaba. The TVC "Fresh recipe" appeared (see the TVC), which, due to the new for local advertising feminist mood, immediately gained love of the whole female half of the society. Women felt that for the first time there appeared a brand that "understands them", and the phrase "Eat, Eat!" even became a folk one.

Continuation of the Communication

In 2003, it was decided to continue the communication of taste and, already in the habitual for the brand humorous style the new campaign appeared – "When You Eat Nasha Ryaba, You Become More Delicious» (see the TVC).

For better argumentation of freshness and naturalness of Nasha Ryaba, the TVCs "12 Hours" and "Specialists" were developed and subsequently launched (see the TVCs).

Annual studies of the brand's health became a tradition for the Client and for the Agency, and on their basis the strategy was developed for every next year. Depending on indicators of brand health, the communication was targeted at certain tasks. In this way, the brand achieved very considerable indicators:

Awareness in 2002-2007:

• spontaneous - 47/65/87.8/93/91/93%
• prompted - 76/86/96.4/100/100/100%

Benefits of the category 2003-2007

• Fresh - 74/80/89/92%;
• Delicious - 86/88/93/94%

Positive perception of TV advertising – 81.2%

The brand was loved by consumers and was the absolute leader of the category. "Nasha Ryaba" became the youngest of the 10 strongest brands created by Ukrainians from a scratch during the years of Independence and was recognized as a Masterpiece of Ukrainian marketing ("Buznes-Anons", 2004. polling among businessmen and advertising agencies)

Holding on the Top

Absolute leadership was achieved. And the task changed. It was now necessary to keep on communication with the consumer, remain interesting for the consumer. As well as to strengthen and develop connections with franchisees. A large motivation program was developed for owners of points of sale, several waves of promo programs for the consumer, and the Hot Line was introduced (see the TVC). We did not forget about what made Ryaba the "Chicken Queen" – deep understanding of a housekeeping woman, "playing on her side". The TVC appeared – "Men Go Home" (see the TVC), where the woman is the "neck" – who masterly manages the man using the magic of Nasha Ryaba, the taste of which nobody is able to resist. But that is not all yet. Nasha Ryaba not only understands the consumer but also helps her to realize the deep aspiration that every woman has – to do good and to care of others (see the TVC "Charity").

And in order to once again remind consumers about naturalness of Nasha Ryaba, the campaign "Grown on Corn" (see the TVC) was implemented.

Nasha Ryaba does not stand at the same place. For as a true woman it never stops surprising.

Nasha Ryaba is a real Lovemark created in Ukraine, extremely close to the consumer and remaining for interesting for the consumer. And even more will happen next.

Awards

2005 Gold

2004 Gold

2004 Silver

2003 Finalist

2003 Gold

2003 Bronze

2003 Gold

2003 Gold

2003 Finalist