Relaunch of the regional supermarket chain Obzhora
Prehistory
Obzhora supermarket chain is the first supermarket chain in Odesa, founded in 1995. It is a local chain of stores in the city, with a target audience of conservatives who are not ready for change or to expand their consumption range.
On the verge of closing down due to the onslaught of competitors and falling sales, the chain of stores turned to the agency to solve the problem.
Tasks
Decision
With the help of in-depth consumer research, we were able to identify the reasons for the decline in consumer interest in the once-popular network: it was called uninteresting, outdated, and irrelevant.
In the course of the study, we also came to the conclusion that the Glutton brand needs to change its target audience. Thus, it is necessary to move from conservatives aged 50+ to young people and families aged 25-50.
We developed a strategy for gradual changes in the network, created a new positioning, which we contrasted with national networks and globalization. We thought: “An authentic, colorful supermarket in the Odesa style is what the humorous Odessans need!”
This was followed by a complete rebranding: a new identity for Obzhora in line with the target audience’s modern perceptions of good supermarkets, changes to the exterior and interior of stores, staff clothing, service, and advertising materials.
Realization
Corporate identity of the Obzhora trademark
Indeed, the logo, decoration, interior and space of the sales areas, design of shop windows and facades, department navigation, employee uniforms, a newspaper with promotional items and even price tags have become stylish – everything is bright, colorful and uplifting. The smiling “O” sign in the logo of the Obzhora chain sets you up for a positive mood and lets you know that every customer is always welcome here as a guest.
Interior redesign
We have redesigned the directional navigation signs. The new visuals reflect the brand’s values, progressiveness and intelligent Odesa flavor.
Redesign of the exterior
It was decided to update the exterior as well, to create a friendly and bright exterior design to get even closer to each customer. We came to the conclusion that over the past 25 years, not only Odesa itself, but also Obzhora has changed.
Relaunching social networks
We launched Facebook and Instagram in a new format. To continuously attract subscribers, we run advertising campaigns aimed at social media users who match the updated target audience. Since we are focused on “rejuvenation,” we have connected digital tools. We introduced new communication channels, such as messengers and chatbots. We have shown Obzhora as a modern, innovative and trendy chain by introducing a cashback system. Now customers can accumulate points for purchases and enjoy discounts.
Menu from the chef!
To attract a new audience, we collaborated with the famous Odesa chef Yevhen Kostromytsky. Together with him, we developed a menu of 10 restaurant dishes and launched their production and sale at Obzhora’s facilities.Since every Odesa resident had to learn about the changes and come to appreciate the restart of Obzhora, we conducted monthly media campaigns throughout the year, with a focus on updates (regional online media and groups/publics in social networks).
Result
materials in top publications
total coverage of the target audience in mass media and social networks for the year
the demand for the chain’s own cooking increased