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Italian cuisine in 20 sec

Proximity Russia

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  • Challenge

    For a long period of time Dolmio brand tried to persuade Russian housewives start cooking Italian dishes. For example, Bolognese. However, this strategy didn’t work and Russia remained “a mayonnaise country”.

  • Solution

    We turned to Millennials who don’t have established cooking habits. Proximity came up with simple recipes of Russian-Italiand ishes – for example, Sausisonni, Chickeniatta, Buckwheatto – and promoted them through digital channels.

  • Results

    The brand significantly increased its sales in the regions where the campaign took place. The creative concept was applied to other channels, including product pack and POS-materials. The campaign won the Effie Awards Russia (“Food” category).