Korzinka
Client: Korzinka
Head of PR and Communications Department: Doniyor Rasulov
Creative idea & Project Management: Malika Rakhimova, Jahongir Tohirov
Creative copywriter: Ekaterina Tsoy
Bloggers’ management: Nargiza Holova
Production: Boburkhon Akhmedov, Jahongir Tohirov
One step closer to community: Korzinka Mahalla’s Successful Launch
Task:
Korzinka - Uzbekistan's leading modern grocery retail market leader. At the time of the campaign launch, Korzinka's network exceeded 120 stores across 12 regions of the country. However, this network consisted solely of large branches located on central city streets.
In October 2023, Korzinka introduced a new store format - Korzinka Mahalla. These are small "neighborhood stores" distinguished by their convenient and close proximity to mahalla (neighborhoods) and residential areas. The primary difference between the Korzinka Mahalla format and larger branches is its ability to cater to the needs of people accustomed to purchasing small quantities of groceries daily. Korzinka Mahalla also included Uzbek flatbreads, coffee to go, a wide selection of baked goods and ready-made meals from local producers, and even flower bouquets. Thus, Korzinka Mahalla was positioned as the beloved Korzinka, but in an even more convenient and accessible format for daily purchases.
Solution:
Based on the name Korzinka Mahalla, it was decided to launch the new store format network with the integration of authentic Uzbek traditions and customs. This same concept was applied to the entire PR campaign.
To explain the features and differences of Korzinka Mahalla to the audience, it was decided to hold an offline event to which both influencers and local residents were invited.
To immerse themselves in the context from the very beginning of the campaign, influencers were sent invitation gift sets consisting of hot Uzbek flatbreads, a set of dried fruits, and a portion of fresh kaymak, in the best traditions of Uzbek tea drinking.
Guests were transported to the new store location by a branded bus, which influencers could only board with special tickets generated in the style of bus tickets from 10-15 years ago to evoke even more nostalgia for childhood and youth.
Guests, according to local traditions, were greeted with the melodies of karnay and surnay. After the welcoming speech of Korzinka founder Zafar Khashimov, a representative of the mahalla offered a dua, blessing the new venture. Incidentally, this became a new tradition for the retail chain.
At the event itself, guests were treated to fresh pastries and other delicacies from the store shelves.
Thus, all publications on influencer pages, as well as articles and publications in the media and Telegram channels, conveyed visuals and key messages referring to early morning Uzbek tea drinking, the friendly atmosphere prevailing in Uzbek mahallas, and the stereotypical understanding of a "neighborhood store" where everything necessary for everyday life can be purchased.
Result:
Thanks to a consistent and structured approach to the published content, as well as deep immersion in the familiar atmosphere of the mahalla, we managed to convey to consumers the difference between the stores of the Korzinka Mahalla chain and traditional Korzinka supermarkets.
The total number of video and story publications on influencer pages exceeded 100 materials, 40% of which were published organically.
The overall reach of the entire campaign reached over 1,9 million users, which is more than 50% of the population of Tashkent, where the first Korzinka Mahalla store was opened.