While promoting Vimm-Bill-Dann’s brand «Domik v Derevne» the Fleishman-Hillard Vanguard agency organized a large-scale PR campaign under the general concept «Council of experts on milk». The campaign’s geography covered a number of Russian regions and some of the country’s largest cities, including Moscow, St.-Petersburg, Nizhny Novgorod, Novosibirsk, Vladimir, Ufa, Ekaterinburg, Krasnoyarsk, Tver, Tula and Ryazan. The general audience coverage exceeded 30 million people.
The activities included a series of press briefings for the mass-media from different regions, where recognized experts of dairy industry acted as speakers. Journalists had an opportunity to observe the technological process of milk production and to ask experts questions on the traditions and technologies of the modern dairy industry. On the largest regional TV channels and radio stations there were a number of issues devoted to the «Council of experts on milk» under the «Domik v Derevne» brand, and in the blog sphere posts were made and discussions were organized. In the cities targeted by the campaign the quizzes and competitions were organized to support «Tetra Pak», the key partner of the «Council of experts on milk». There were also non-standard activities within the PR program, for example, the leading farms of Russia were rewarded and included in the structure of the Council of experts created under the «Domik v Derevne» brand.
The PR campaign is aimed at reinforcing the lead position of «Domik v Derevne» in key regions of Russia. It also appeals to the interests of all consumers as it promotes healthy food – the use of natural dairy products created with modern equipment under traditional recipes.
Elena Fadeeva, General Director of Fleishman-Hillard Vanguard: «We are very pleased with our partnership with legendary brand «Domik v Derevne». Our joint projects not only strengthen brand positions in the segment, but also raise the awareness of Russians on the advantages of using dairy products as a whole».
Fleishman-Hillard Vanguard provides a full spectrum of services to support the «Domik v Derevne» brands.
Vimm-Bill-Dann — is the leading provider of dairy products and baby food in Russia and one of the leading players in the soft drinks market in Russia and the CIS countries. Vimm-Bill-Dann has more than 35 processing factories in Russia, Ukraine and Central Asia. More than 18 thousand people work in these factories and VBD’s trading branches. Additional information on the business and trademarks of Vimm-Bill-Dann is available at www.wbd.ru.
«Domik v Derevne» is a brand of traditional premium dairy and sour-milk products made from natural rural cow milk. A taste familiar since childhood and quality products without dried milk or preservatives — it is highly appreciated today by both experts and consumers. The demand for “Domik” remains high all year long.