Dolmio

• 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).