Vёska is a chain of natural food stores with a wide range of eco-products: from groceries, farm products and goat cheeses to hypoallergenic household non-chemicals. With care and love Vёska has gathered the best products from different parts of the world, the quality and purity of which is confirmed by European quality certificates.
The task was to develop a campaign, which will increase the brand recognition, create a strong brand perception and as a result, increase the flow of loyal customers. It is important to consider that the audience of any retailer is very diverse, and it is necessary to find a relevant message, able to interest different categories of consumers.
In the process, we divided the audience into conditional tribes, and for each adapted the message: for supporters of conscious eco-friendly consumption, for people who change their diet, for lovers of organic cosmetics, for moms who emphasize the safety of the child.
Bio-shop, first, is a story about naturalness. This paradigm is the basis of image communication. The tagline "Everything is natural" literally declares that all goods in Vёska are natural. Non-standard communication tools, such as city-lights with fresh greenery and billboards with storks nesting on them, helped to emphasize the idea. All of them were located near the stores in three different areas of Minsk: Lebyazhiy, Novaya Borovaya and the metro area Petrovschina. For greater outreach, we also connected the radio with a very natural spot.
We also implemented offline communication, which was supported by an online campaign targeting different audience groups. It answered the unspoken question, "Why should I go to Vёska?" A series of banners and OLVs showcased the products and goods of different categories with the key message: "Vёska. A good reason to go in."