Nostra Communications Group cases
Cases- all cases 17
- strategy and implementation 9
- FMCG 4
- digital 8
- financial sector 4
- media planning and purchasing 4
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Ketchup is no longer a Dessert
Video
Challenge
Insights and Idea
Results
Products with high levels of added sugar traditionally dominated the ketchup market. Meanwhile, consumers increasingly sought to reduce their sugar intake in response to global healthy eating trends. Pripravka identified this gap as an opportunity for innovation by offering a differentiated product that combined great taste with a health-conscious approach.
Objectives
- Establish a niche in the ketchup market by creating a new category: “Reduced-Sugar Ketchups.”
- Build a strong emotional connection with the audience through messaging focused on healthy eating.
- Increase brand awareness and attract new customers.
Pripravka responded to this demand by researching consumer needs. Over half of the respondents expressed a desire to reduce their sugar intake, highlighting a crucial insight for developing a new product. At the same time, the ketchup market lacked low-sugar alternatives, providing an opportunity to carve out a unique product niche.
Idea
Introducing a new ketchup with 42% less added sugar was an innovative response to healthy eating trends. Staying true to the primary goal of preserving the classic ketchup taste, Pripravka used stevia as a sugar substitute, achieving a balance between flavor and health.
To promote the product, the team launched a creative advertising campaign with the core message: “Ketchup is no longer a dessert.” The campaign featured influencer marketing with culinary bloggers and active promotion through television and social media.
The product received positive feedback from consumers, establishing a new category of “reduced-sugar ketchups.” As a result, the brand increased its market share in the sauces segment from 5% to 16.6% in gross profit. Additionally:
- Brand awareness rose to 23%.
- 59% of consumers expressed an intention to purchase the product soon.
Pripravka demonstrated how an innovative approach to product development can not only meet market needs but also create a new category with success in a competitive market.
This case proves that even in a saturated environment, there is room for growth and for crafting a unique offering that addresses current consumer demands.
Pripravka: Cooking in Sauce
Video
Challenge, Context, and Goals
Insights and Strategic Idea
Results
The Ukrainian sauce market had not seen a product that combined the functions of a marinade and a base for cooking meals. TM “Pripravka” set an ambitious goal to introduce a unique product category, “Cooking in Sauce,” simplifying home cooking.
Key Challenges:
- Novelty of the format: Consumers were accustomed to using sauces only as toppings, so there was a need to explain how to use the product.
- Pandemic period: People spent more time at home but were cautious about trying new products due to economic uncertainty.
- Crowded market: It was necessary not only to create a new niche but also to convince the audience of its value.
Goals:
- Educate consumers on how to use the product with clear and practical content.
- Increase brand penetration in the culinary solutions segment.
- Achieve high product awareness among the target audience in a short time.
- Stimulate product trials through interactive formats.
Insight – modern consumers want to save time on cooking while still enjoying delicious and “homemade” results. They lack simple, proven solutions that don’t require advanced cooking skills.
Strategic Idea – develop a campaign to position the new product as a culinary assistant:
- Focus on practicality: Showcase how to easily use sauces for cooking through video recipes, master classes, and tips.
- Influencer power: Engage culinary bloggers perceived as experts to demonstrate dishes made with the new product.
- Interactive content: Step-by-step recipes, polls on social media, and short video instructions for TikTok.
- Creative adaptation for the target audience: The slogan, “Cook Easily, Like in a Restaurant,” highlighted the product’s key value.
Communication Channels:
- YouTube: Videos featuring influencers.
- Instagram and TikTok: Short video recipes and interactive stories.
- Contextual advertising: Targeting the culinary audience.
- Retail activations: Promotional offers and in-store tastings.
- Increased awareness: The product gained 12 million video views on YouTube and TikTok.
- Content engagement: 850,000 likes, comments, and shares on social media.
- Sales: 150,000 units sold in three months, exceeding the initial plan by 35%.
- Interactivity: Over 120,000 people participated in polls and interactive activities.
- Brand repositioning: “Pripravka” began to be perceived as an expert in the quick culinary solutions category.
Mortadelky – Meat Batteries
Video
Challenge
Insights and Strategic Idea
Results
The meat products market is highly competitive, both among brands and in capturing consumer attention. For TM “Globino,” it was crucial not only to maintain an already high level of brand recognition but also to strengthen trust in the brand. The main task was to find a way to stand out in the market and effectively launch a new product – “Mortadelky” sausages.
The core insight of the campaign: in today’s fast-paced world, people often eat on the go and need quick, nutritious, yet tasty solutions.
The idea was to position “Mortadelky” as “meat batteries” that provide “meat-power” – energy to combat fatigue and routine.
In creative video ads, characters from different walks of life – office workers and construction workers – experience an energy boost when enjoying the sausages, while their colleagues without them “run out of power.” The videos successfully combined humor with everyday situations, making the message clear and appealing to the target audience.
Implementation:
Creative Concept: “Mortadelky” sausages are not just food but “meat batteries” that recharge energy.
Production: Two video ads were developed with the professional team from Starlight Brand Content.
Media Strategy: A synergy of TV and digital channels ensured maximum reach. The campaign began on STB, Novy, and ICTV TV channels and was later supplemented by digital activities.
TV Campaign: Over 80% of the target audience reached (frequency 1+), with 130 million contacts.
Digital Campaign: 13.5 million contacts and approximately 6 million 100% video views.
Overall Reach: More than 88% of the target audience.
Sales: Sales of “Mortadelky” sausages almost doubled compared to the same period in 2018.
The effective collaboration of the client, partners, and teams from NCG Nostra Media, NCG DIEVO, and Starlight Brand Content transformed an ordinary product into a unique offering for consumers. Thanks to successful communication, this product not only stood out in the market but also confidently entered consumer shopping baskets.
Vaccine
Video
Challenge
Insights and Idea
Results
Bayadera Group decided to launch a new vodka brand with the provocative name “Vaccine.” Amidst the information noise surrounding vaccination, it was important to avoid false associations with pharmacology or COVID-19, while maintaining the focus on the product’s festive atmosphere. The main goal was to make the brand recognizable, achieve significant reach among the target audience, and ensure high-quality engagement with users.
A special challenge of the campaign was complying with advertising content moderation rules on platforms like Google and YouTube. This required a delicate approach to message formulation and visual content creation. Additionally, the product was released in two versions—”Vaccine No.1″ and “Vaccine No.2″—and the campaign needed to be clear and appealing to consumers with diverse preferences.
The key insight of the campaign was the understanding of the heightened interest in news-related topics and the need for a light, humorous approach to serious matters.
To draw attention to the product, a concept of humorous presentation was chosen, resembling a news format. This allowed for a positive emotional delivery while avoiding controversial associations. Within this concept, the team developed the slogan “Toasting has begun,” which struck the perfect balance between the provocative brand name and its festive atmosphere.
The media strategy included combining various digital formats for maximum effectiveness. Specifically, the campaign was executed through YouTube Pre-roll, Programmatic DV360, social media on Facebook and Instagram, and an unconventional advertising format—Floor Ad. This approach not only optimized costs but also generated high audience engagement.
The campaign lasted just over a month but exceeded all expectations.
Sales: The annual target was surpassed by 350%.
Reach: The product was viewed 37.1 million times, 36% higher than planned.
Video Views: Increased by 51% over the planned figures.
Clicks: Achieved 229,110 clicks, 154% higher than the planned figures.
Brand Lift: After the campaign launch, product awareness grew from 2.25% to 7.26%, and the number of potential buyers increased by 6 points (to 9.41%).
High performance was recorded on platforms such as YouTube and Facebook, where click-through rates and views significantly exceeded expectations. Notably, the Floor Ad format delivered record results—with clicks surpassing the plan by 627% due to a high CTR.
Conditions for Success: A carefully selected creative solution—mockumentary, a delicate humorous approach, and effective work with advertising tools and legal aspects for a sensitive category.