Strategy Director: Iskander Khaitbaev
Creative Director: Doniyor Abbasov
Client Services Director: Tatyana Pestereva
Art DIrector: Aleksey Klestov
Senior Strategist: Alex Khan
Junior Strategist: Abdumalik Ochilov
Tegen is a well-known producer of sausages and meat products that has been around since the late 90s. In the past years, the brand's loyal base started turning towards other brands, driven away by what many viewed as a lack of quality control.
Through weeks of rigorous research we discovered two important things. The first is that Tegen's wider audience has been longing for the brand's delicious products from the company's early days. The second is that when consumers want to try a new kind of sausage, they almost always ask the seller/consultant to recommend something, and almost always by that sausage which has been recommended to them.
We developed our strategy by addressing these two important insights. First, Tegen brought back the old recipes and redesigned the packaging for 15 of the brand's most popular sausages. We found our message in the long-standing tradition of tasting a sausage before buying it. "Try this one" is a phrase universally spoken by sellers offering a taste of sausage and it became our simple and loud call to action for our audience.
The campaign started in July 2022 and is running currently in Tashkent. "Try this one" has been seen and heard on LED screens and brandmauers all around the city, and experienced by the users of all major social media platforms.