Description

The project was implemented as part of a campaign supporting the special «Russian Weeks» at «Vkusno — i tochka». The objectives were to strengthen the brand’s image as a local fast food leader and to attract attention through non-standart communication channels. The key success metric was to reach the widest possible audience via earned media, leveraging the viral potential of the special project.
«Vkusno — i tochka» is a young local brand still in search of its identity. But how can that search highlight its connection to Russian culture? We found the answer in a collaboration with contemporary art that meets both image and business objectives.
Together with artist Rustam Usmanov, a collection of window order pickup trims was released, combining architectural canons and the «Vkusno — i tochka» menu. Pickup windows have become a new media, a point of attraction and a photo spot. The special project became the cherry on top of the campaign supporting «Russian Weeks», which resulted in nearly 5 million "Arbat Burgers" sold, and due to high demand, the special menu was extended.
The special project itself helped the campaign go beyond standard placements, reaching non-core Telegram channels and media, which allowed attracting a new audience. The project completed sales goals and also opened a new path for brand development, strengthening the connection with the audience.

Credits

«Vkusno — i tochka»
Vice President of Marketing, Strategic Planning and Delivery: Daria Nazarkina
Marketing Director: Natalia Borodavkina
Senior Marketing Manager: Svetlana Gritsay
Marketing Manager: Maria Zhavoronkova
Senior Media Planning Manager: Ekaterina Sarkisova
Digital Technology Specialist: Radik Gilmisharipov
Senior Public Relations Manager: Elena Chilingaryan

RoRe Group (Agency):
Creative Director: Vasily Gubin
Senior Art Director: Tatyana Starikova
Senior Copywriter: Veronika Ustyuzhanina
Account Director: Daria Miroshnichenko
Strategic Planning Director: Elena Andrich
Senior Strategist: Alexander Kudryavtsev