Description

«Vkusno — i tochka» and Hello Kitty and Friends released a unique set of kawaii products, including a pink burger. This long-awaited collaboration thoroughly surprised the audience with the taste, appearance of the products, and, of course, the packaging
It stood out not only on the «Vkusno — i tochka» menu but also in the fast-food market as a whole. Competitors had launched products in Asian styles before, but none as bold, bright, and organically connected to the product and brand as this one.
The packaging's stylistic foundation was manga — Japanese comics — featuring licensed characters. You could create your own story frame by frame, or we could tell you ours. Each package includes phrases in Japanese, so particularly interested guests could decode these messages from the characters. かわいいでしょう？

The new packaging turned out so cool that it became the defining style for the entire campaign: special digital projects, store branding, in-store design, and more. After the successful launch of the Hello Kitty and Friends set, enthusiastic comments poured in not only about the taste of the products but also about the packaging, whose design was discussed on par with the iconic character.
It’s worth noting that even the standard and well-known VIT products began selling many times better thanks specifically to the packaging. In the first week of sales, the ADL line (without gummies) grew by 43%, and the snack box showed an incredible increase of 260%.

Credits

"Vkusno — i tochka"
Brand and Youth Marketing Manager: Marina Stakheeva
Marketing Manager: Natalia Suvaryan

RoRe Group (Agency):
Creative Director: Vasily Gubin
Senior Art Director: Tatyana Starikova
Senior Copywriter: Veronika Ustyuzhanina
Client Services Director: Darya Miroshnichenko
Client Services Manager: Lyubov Sergeeva