"Boil it, then Fry it!" - Launching a culinary innovation through sensory-driven visual storytelling.
"Rera," a leading Georgian producer, operates in a semi-finished market often defined by utility rather than quality. With the launch of an innovative product - "Pelmeni with Khinkali Flavor" - the brand sought to disrupt the segment and introduce a new consumption culture.
The primary challenge was to shift consumer perception from "frozen food" to "gourmet experience." We needed to introduce a specific preparation method as a necessity, not an option, creating a deep emotional connection with a wide audience.
To validate the product's quality, we collaborated with the winner of Georgian MasterChef. The strategy revolved around a unique ritual - "Boil it, then Fry it!" - positioning this method as the secret to unlocking the product's true flavor.
The strategic blend of influencer authority and appetizing visuals created a buzz around the preparation method. The campaign successfully established the new product as a market hit, driving significant sales growth immediately after launch.