Cherkizovo Updates Poultry Brand12 November 2012
RUSSIA - Russian meat processor, Cherkizovo Group, has updated its 'Petelinka' brand, which the company says has been a standard for quality in the production of natural chicken for a decade.
According to studies, customer loyalty to the brand over the past three years has remained at a steady 70 per cent, Cherkizovo said.
This high customer loyalty is the result of the successful balance of all elements of the production chain: free-range poultry that has been reared in ecologically safe conditions, the use of balanced feed grain and pure artesian water, and the implementation of strict quality control at all stages of production.
The aim of the rebranding was to strengthen the brand’s emotional appeal for consumers, to reinforce the quality of the products, and to ensure that the brand conforms to modern marketing trends. There were two key priorities when positioning the brand: product quality, and emotional interaction with the customer, based on the idea of caring and kindness.
These priorities can be seen in the new advertising campaign. The image of a chicken held by caring hands has formed the basis of the new logo, which has also been created with warm colors.
The brand’s slogan, "Tender chicken from caring hands," highlights that creating favorable living conditions for the chickens, means that “Petelinka” cares for its customers because the brand offers the highest quality products. The advertising campaign accompanying the rebranding includes outdoor advertising, advertising on the subway and in the press, as well as television adverts which feature live chickens for the first time.
The packaging design has also undergone significant changes. The shape of the tray is now oval, a logo has been printed on its base, and the packaging film is now brightly coloured. Packaging technology has also changed, and as such the company is now using a new packaging system.
"Petelinka holds a leading position in the Moscow region and is one of the key brands in Cherkizovo Group’s portfolio. Given the development of the industry and the activities of Cherkizovo’s competitors, the brand needed to be updated and positioned more precisely. We have made these changes to ensure that we fully capture the essence and value of the brand, to emphasise its modernity, to build closer relationships with our customers, and to increase the focus on the quality of our products. The "Petelinka" rebranding project is part of our strategy to develop the poultry division," said Sergei Mikhailov, Cherkizovo’s CEO.