Contact Information

House of Communication Brienner Str. 45 a-d
Munich Bavaria 80333
德国
电话: (+49) 89 2050 20
电子邮箱:

Florian Haller

Florian Haller

Group CEO
Alexander Schill

Alexander Schill

Group Managing Director and CCO
Markus Noder

Markus Noder

Group Managing Director International

Basic Info

核心能力: 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 购物者营销/销售点营销/销售促销, 直销/电话营销/数据库营销/客户关系管理, Experiential, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 公关, 媒介购买/企划, 企业传播, 危机传播, 公共事务, 事件营销/活动赞助, 品牌/产品开发, 包装/设计, Design, 视觉/声音识别, Branding/Celebrity endorsement, 出版/印刷/定制出版, 战略与策划, 其他, 技术, 在线服务, B to B, 多元文化市场营销

员工: 4400

奖项: 848

创意作品: 235

客户: 34

核心能力: 互联网及数字媒体全服务广告公司, 移动通讯营销, 社交媒体营销, 电子商务, 搜索引擎优化, Web Design, 营销/创意服务, 购物者营销/销售点营销/销售促销, 直销/电话营销/数据库营销/客户关系管理, Experiential, 品牌内容/娱乐, 市场研究/咨询, 营销技术/分析, 公关, 媒介购买/企划, 企业传播, 危机传播, 公共事务, 事件营销/活动赞助, 品牌/产品开发, 包装/设计, Design, 视觉/声音识别, Branding/Celebrity endorsement, 出版/印刷/定制出版, 战略与策划, 其他, 技术, 在线服务, B to B, 多元文化市场营销

员工: 4400

奖项: 848

创意作品: 235

客户: 34

Serviceplan Group

House of Communication Brienner Str. 45 a-d
Munich Bavaria 80333
德国
电话: (+49) 89 2050 20
电子邮箱:
Florian Haller

Florian Haller

Group CEO
Alexander Schill

Alexander Schill

Group Managing Director and CCO
Markus Noder

Markus Noder

Group Managing Director International

Cherkizovo and Serviceplan Russia Shake Up Traditional Russian Sweets Category with Unconventional Product

Unique campaign reinvents the traditional boxes of chocolates gifted in Russia on Teacher’s Day as ‘Hamcolates’ 

Every year on 5th October, Russians celebrate their children‘s teachers on Teacher’s Day, traditionally gifting them boxes of chocolates.
Serviceplan Russia teamed up with Cherkizovo, leading Russian Producers of meat products, to put a unique spin on the traditional chocolate-giving, switching chocolates for ham with a new product named ‘Hamcolates’.
There are many different holidays in Russia, but it seems like there is one main gift that is given on every single one of them: chocolates, chocolates, chocolates. In Russia, traditionally more than 68% people choose chocolate for a gift, especially as a thankful gesture to teachers. So Teachers get swamped with chocolate boxes every autumn at the start of the school term, and with 1,225,000 teachers in Russia, that equates to a mountain of chocolates!
The unconventional ‘Hamcolates’ product was launched by Cherkizovo in Russia on Teacher’s Day, 5th October 2020. Serviceplan Russia devised the concept of Cherkizovo’s new Hamcolates product, creating a packaging design in the style of a box of chocolates, but this time the box contained ham instead of chocolate.

This assorted ham packaged in the style of a chocolate box was launched with a bang: just
before Teacher’s Day, Serviceplan Russia seeded videos on social media representing
Whats App chats of parents and teachers, which sparked a discussion about the not-sosweet chocolates and created a social media buzz which people started sharing instantly.
People could order the Hamcolates online at: https://www.utkonos.ru/item/3410351/kolbasasyrokopchenaja-cherkizovo-premium-assorti-kolbafety-narezka-300-g

Immediately after Teacher’s Day, Cherkizovo launched ‘Candy Trade-in’, which invited teachers to exchange unwanted chocolates for brand-new packs of Hamcolates in O’KEY supermarkets. 550 boxes of unwanted chocolates were exchanged for Hamcolates in 2 days. 
After the launch, Hamcolates started an smm campaign challenging any occasion for sweet gifts while offering the alternative solution of giving meat gifts in an ironic way. Maybe one day, meats really will become the new sweets.
Evgenia Arakbina, Executive Creative Director, Serviceplan Russia commented: “Creativity has no limits. It was a fun and pleasure to create provocative product concept, to work on its pack design and then to use the power of situational marketing to launch it. This is what represent our Übercreativity approach. And it is just a beginning.” 
The communication strategy and creative materials for the campaign were developed by Serviceplan Russia, while PR and media support was organized by Louder agency which is part of Serviceplan Group in Russia.
Cherkizovo Group is Russia’s largest manufacturer of meat products. The Group is a Top 3 producer in each of the Russian poultry, pork and processed meat markets. Cherkizovo Group encompasses nine full-cycle poultry production facilities, sixteen modern pork

production facilities, eight meat processing plants, nine feed mills and 300,000 hectares of
agricultural land. The Group’s key competitive edge is its vertically integrated business
model, which includes all agricultural operations from grain growing to end-product
manufacturing while also ensuring top quality across the production chain. 

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