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HYZAExplores the “Good Addresses”
Services
Communication Strategy, Performance Marketing, Web Design & Development, Online Campaign, Offline Campaign
Slovakia is a great address. Explore it with us. This was the guiding message of a cross-platform activation campaign linked to an attractive consumer contest that we executed for our long-term partner, the HYZA brand.
To mark its 70th anniversary, HYZA decided to take significant steps—formally defining its strategic positioning and implementing a major refresh of its visual language and packaging design. To enhance brand recognition and raise awareness about the guaranteed origin of HYZA poultry products, we developed an activation campaign with a consumer contest under the name Dobré adresy (Good Addresses).
Through market research, we discovered that HYZA’s brand awareness has been growing year after year, with nearly half of Slovaks considering it the best brand in the market. However, up to 40% of consumers who do not purchase HYZA products are unfamiliar with the brand. Increasing brand awareness thus became one of the key objectives of the activation campaign.
Another goal, defined in collaboration with the client, was to continuously increase customer preference. The third, equally important objective was to effectively communicate the new design of the product portfolio to the audience.
Through detailed analysis, we identified that customers primarily expect quality, safety, and reliability, communicated in a transparent and honest manner. The claim “Honest Chicken from a Good Address” serves as a clear declaration that the HYZA brand can reliably meet these customer expectations. The campaign connected the idea of high-quality HYZA products, made from chicken meat of guaranteed origin, with the message of Slovakia’s good addresses—places worth discovering.
A consumer contest featuring valuable weekly prizes and a grand prize— a KIA Niro Hybrid—became a key part of the campaign. Consumers could enter by registering competition codes from the new product packaging, effectively linking the campaign to real customer experiences. This strategy also fulfilled one of our primary objectives: to boost sales of popular HYZA products in their new, attractive packaging.
The campaign leveraged a synergistic mix of communication channels, including social media, content marketing, programmatic advertising, and promotions across Google and YouTube channels. On social media, we engaged users through interactive posts, showcasing Slovakia’s top travel destinations while encouraging participation in the contest for valuable prizes.
A significant element of the communication strategy was influencer marketing. We collaborated with the popular travel influencer duo “Cestuj za menej”, who, over six weeks, introduced their audience to Slovakia’s best destinations while incorporating HYZA products into their content.
As part of the two-month campaign, we also created a series of PR and native articles, strategically placed in relevant online media. Through content marketing, we tailored the message to resonate with key target groups—people interested in entertainment, travel, and high-quality food with a trusted origin.
Additionally, the campaign included the development of a dedicated landing page on the HYZA website, along with brand integrations on selected online portals, ensuring maximum visibility and engagement.
