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53% of Ukraine’s economy depends on food and agricultural exports. Today, landmines occupy 30% of our land, which is twice the size of Portugal. Without global assistance, it will take decades to make it safe. Countless agricultural fields remain dangerous. People can’t work there. 

The Minefields Honey Project ‒ the mix of nature and tech helps us to create a product that was never meant to exist by turning unsafe areas into flourishing gardens for symbolic honeymaking. 

Personnel limited edition jars with details about our issue became a diplomatic tool and were given directly to influential people. The harvested honey became an invitation to fundraising events for Ukraine’s demining. The first 55 personnel jars were presented at special economic events such as World Economic Forum (Davos) and, USA-Ukraine Partnership Forum (Washington D.C.).

For now, the project has resulted in 175 000 000 impressions and numerous headlines with zero budget investments. It also received awards in huge international festivals such as Cannes Lions, KIAF, and others. 

In 2024, Saatchi & Saatchi Ukraine, Kernel Ukraine, the Ministry of Foreign Affairs of Ukraine, and the Union of Beekeepers of Ukraine gathered the new honey harvest to ensure the project’s continuation.

Advertising for bread producers is usually a rare occurrence, as they typically do not heavily invest in communication projects. However, in recent years, ‘Tsar Khlib’ has broadened its product range, gained confidence, and made the decision: it’s time to take action.

Leo Burnett follows its own philosophy – HumanKind. This philosophy revolves around the desire to find a perfect balance that benefits both the brand and the individual. To achieve this, one must have a deep understanding of both sides. And what better way to showcase a brand than through its production process? Thus, the team gathered and embarked on a visit to the ‘Tsar Khlib’ factory to witness everything firsthand.

Before diving into the brainstorming session, it is crucial to explore how consumers perceive the brand’s products and the overall category. With insights from the client and the Publicis Groupe Data Science team, it was revealed that ‘Tsar Khlib’ holds a place as one of many consumers’ ‘favorite brands.’ However, a significant portion of the audience had not yet noticed the brand, simply regarding it as ‘just bread.’ The team also discovered that consumers prioritize bread quality, appreciating naturalness and taste. Even in everyday meals, Ukrainians enjoy treating themselves, turning a modest meal into a culinary delight. This behavior was coined as ‘everyday gourmets.’

This led to the development of a new brand platform called ‘Craftsmanship Tastes,’ emphasizing the key product attributes valued by consumers – quality and taste.

In transparent communication, it is not only essential to declare but also to demonstrate and convince consumers that these principles are reflected in the product manufacturing processes. Hence, a section named ‘Our Rules’ was created. This segment explains the bread-making process and why it yields such delicious results. Through engaging videos, viewers are provided with insights into daily practices, often imperfect, juxtaposed with the solid principles that ‘Tsar Khlib’ adheres to in product creation. Each rule represents a production insight, revealing the truth about the product while offering valuable and interesting information about its benefits.

To ensure the effectiveness of creative campaigns and boost sales, it is vital to establish communication channels correctly. Fortunately, the skilled professionals from PMX Publicis Groupe Ukraine expertly targeted advertising efforts in Kyiv and the surrounding region. The outcome was promising – awareness of ‘Tsar Khlib’ and its product range began to surge.

Collaborating with technologists, production staff, and the agency’s brand team, around 100 ‘rules’ were compiled, encapsulating the secrets of ‘Tsar Khlib’s’ craftsmanship. Stay tuned to the brand’s communications to uncover more hidden production insights.

The “Finance” category was rapidly declining, and the client set an ambitious goal – to increase website traffic from organic search by 80%, to increase the number of applications for the top 6 products by at least 2 times (+100%), and to increase the average monthly revenue per consumer of these products by at least 20% in the category.

We predicted the formation of pent-up demand in this category and, using AI technology, discovered the opportunity to cover a wider range of search queries to attract more potential clients.

We planned an unconventional SEO tactic “To search as they search” – create a website specifically for service consumers and optimize it based on how they search. It worked wonders in scaling PrivatBank’s presence in organic search results.

We conducted a detailed analysis of search queries based on the principle of “search as they search,” created new pages on the website according to them, generated ideas for relevant content using AI, and promoted these pages using links.

We exceeded the website traffic goal by 89% and the application submissions for the top 6 products by 96%, but more importantly – we increased the average revenue from the top 6 products by 28%, surpassing the average annual inflation rates in Ukraine.

Svitoch Exclusive is exquisite dark chocolate with 51% of cocoa. It is presented in four unusual flavors: chili with apricot, sea salt with caramel, ginger with lemon, and hazelnut with peanut.

When developing the packaging the team emphasized the main advantages of the new product – the famous Svitoch chocolate and the ingredients in the form of pieces.

This is a showcase of how Lenovo, a hi-tech electronics brand, thinks not only about the functional features of its products, but also takes care of both product usage conditions and client’s comfort.

Creating of Lenovo Meowbook – laptop for cats – added more emotions into the user-brand relationships as well as highlighting such a problem as ‘device damaging from cat’s fur’ which became communicative innovation in this category.

Virus orientation, originality, and non-standard merging of high technologies and additional customer care allowed Lenovo to be organically discussed in media and got 9.5 million impressions.

Molokija has found the solution in the situation with a quite limited advertising budget and persistently strong competitors’ activity. The Brand has stood out and found its own communication niche in the category.

Rebranding has been conducted, which led to changes in product packaging so that the product ingredients are now the most important highlighted detail. The aforementioned changes along with elaborately planned cross-media activity led us to the significant increase in OFF-TAKE indexes. As a result, both the White Yoghurt and Kefir became No. 1 in terms of market share in hryvnias as well as in tonnages in the period from February till May 2021.

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.

This is a story about how we succeeded in finding a touchpoint with the most difficult and inapprehensible audience for all marketers – the Z generation. Against the backdrop of a growing market, a strong competitor, and a falling share of Garnier Pure, we were able to succeed.
Our decision, on the one hand, was obvious – to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch.

We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serve as evidence.

Now our audience feels that with Pure they are the coolest ones!

tvlab – creative partner of the project.