HYZA explores the “Good Addresses”
"Slovakia is a good address. Explore it with us.” In the spirit of this claim, we carried out a cross-platform activation campaign linked to an attractive consumer competition, which we have implemented for our long-term partner, the HYZA brand.
On their 70th anniversary, the HYZA brand decided to take momentous steps - to formally anchor its strategic definition and implement a significant refresh of the visual language and packaging design. In order to increase the brand awareness and promote perception of the guaranteed origin of HYZA poultry products, we have created an activation campaign with consumer competition called “Good Addresses”.
Goals based on real data
Based on the conducted surveys, we found that the recognizability of the HYZA brand is growing annually, and that almost half of Slovaks consider it the best on the market. However, up to 40% of consumers who do not buy HYZA products are not familiar with it. Raising brand awareness has therefore become one of the main goals of the activation campaign. Another goal, defined in collaboration with the client, was to repeatedly increase customer preferences. The third, no less important goal, was to communicate a new product portfolio design to the audience.
Honest communication from a “Good Address”
We decided to achieve the set goals through targeted communication, in which we focused on the conjunction of customer expectations and brand strengths. Through a detailed analysis, we found that customers expect quality, safety and reliability of the product, which is transparently and honestly communicated. The claim “Honest chicken from a good address” is a clear statement that the HYZA brand can reliably meet customer expectations.
The Good Addresses campaign thus impeccably connects the idea of the quality of HYZA brand products, which are made from poultry of guaranteed origin, with a link to the “good addresses” in Slovakia, which are worth exploring. The campaign thus included a travel challenge and a competition for valuable prizes, which are associated with the experience of new travel adventures.
Sales promotion competition
The consumer competition for valuable weekly prizes and the main prize – the KIA Niro Hybrid passenger car – has become a key part of the campaign. Consumers were able to enter the contest by registering competition codes from new product packaging, which clearly linked the campaign to a real customer experience. At the same time, we fulfilled one of our set goals – to support the sale of popular HYZA products in a new attractive packaging.
In the campaign, we have utilized the synergistic effect of communication on social networks, content marketing, program purchasing and advertising on Google and YouTube channels.
“Travel for less” on social networks
Communication on social networks took form of regular interactive posts, in which we introduced the audience to selected tourist-attractive destinations in Slovakia and motivated them to participate in a competition for valuable prizes. Influencer marketing also formed a significant part of the communication – as part of the campaign, we established cooperation with the popular couple of travel influencers “Travel for Less”, who presented the audience with good addresses in Slovakia and HYZA products during a six-week period and complemented the established marketing mix.
The “Good Addresses” at good online addresses
As part of the campaign, we prepared a series of PR and native articles fitted for relevant online media that have the potential to reach the selected target groups. Through content marketing, we have adapted the content to make it attractive for selected target groups and to appeal to readers who enjoy entertainment, travel and care about the quality and origin of their food. A natural part of the communication was the creation of an attractive subpage on the existing HYZA website, as well as the branding of selected online portals.
Good addresses with good results
The campaign ran for close to two months in both online and offline environments, with compelling results:
