A project in support of the special menu "Russian weeks" in the «Vkusno – i tochka».
Problem
The objectives of the project are to strengthen the brand's image as a local fast food leader and attract attention through non—standard communication channels. The key indicator of success was reaching as large an audience as possible through earned media due to the viral potential of the special project.
Solution
«Vkusno – i tochka», as a young local brand, is in search of its identity. How can I emphasize belonging to Russian culture in this search? We have found the answer in collaboration with contemporary art, meeting image and business objectives. Together with the artist Rustam Usmanov, a collection of platbands for order delivery windows was released, which combined architectural canons and a Vkusno – i tochka's menu. The special project became the cherry on the cake of the campaign in support of "Russian Weeks", which resulted in the sale of almost 5 million "Arbat burgers", and due to high demand, the special menu was extended.
Result
The special project became a real cherry on the cake of the campaign in support of "Russian Weeks", thanks to which almost 5 million burgers were sold. Due to high demand, the Russian Weeks campaign was extended. The special project itself allowed us to go beyond the standard channels and reach Telegram communities and media that are not usually associated with fast food, which helped attract a new audience. The news about the platbands, originally posted as paid content on just two Telegram channels, went viral and organically spread to 100 more channels, reaching almost 1 million people for free. The project has not only achieved its commercial goals, but also opened a new path for the development of the brand, strengthening its connection with the audience.
