Creating a 360 campaign to celebrate the 20th anniversary of the tomato paste brand Pomidorka
The most recognizable tomato paste brand celebrated its 20th anniversary with a big marketing campaign that included various activities: a launch of a website with an online game, a nation-wide receipt promotion, a media campaign, a creative contest on Instagram, an Instagram and TikTok jingle recording and influencer campaign, and media PR. The agency was also tasked with developing the key visuals for the 20th anniversary and the label for the anniversary series of Pomidorka tomato paste.
The project began in June with the launch of the receipt promotion: a federal promo campaign that required uploading receipts for a purchased tin of Pomidorka on the website to participate in a weekly prize draw. Website users uploaded more than 8,800 receipts.
Media advertising of the game and the receipt promotion campaign generated a reach of over 12 million contacts.
To conduct a campaign with a maximum reach to promote the Pomidorka brand among the target audience, to maintain consumers' perception of the brand as the category leader and to attract a younger target audience.
In July, the campaign was complemented with an online Space-Invaders-like game, Tomatarcade, with prizes available weekly until the end of October. The simple mechanics and game interface appealed to users who enjoyed catching vegetables and dishes with their Pomidorka avatar and earning points. More than 8,000 users played the game.
In the middle of July, a creative contest Cook and Create Together with Pomidorka was launched on Instagram. For 3.5 months, users posted photos and videos of their creations with the brand hashtags. Simultaneously, the contest was actively promoted by lifestyle and food Instagram bloggers and the project's ambassadors, Sergei Zhukov and Klava Koka.
The agency also placed PR publications about the brand's 20th anniversary in leading lifestyle media and on the radio with a reach of more than 20 million contacts. Most of the publications contained links to the brand's promotional website.
To attract a younger audience, the campaign actively used TikTok. Klava Koka and popular TikTokers recorded a video to a custom jingle and inspired users to support the dance challenge. By the end of it, challenge participants have posted about 400 TikToks with the brand jingle.