Mehnatsevar
We made sausage a symbol of hard work
- Client
- Asl Baraka
- Category
- Content & Creative
- Market
- Uzbekistan
- Lokals product
- Positioning, Marketing Plan Development, 180 Campaign
- Scale
- 1 country — Uzbekistan, 12 cities of presence, 60+ product types, 10+ team members, 5 years of partnership
- Year
- 2020
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
In Uzbekistan’s oversaturated sausage market, the Asl Baraka brand was not in a strong position at the beginning of 2020: almost no one knew about it, the brand’s products were not available in the country’s most popular stores, and sales had still not started in the capital.
Business pain:
- Overcome the entry barrier into major retail chains and launch sales in the country’s main market — Tashkent.
- Break through fierce competition in the oversaturated sausage category.
03 / SOLUTION
The approach we proposed
To compete effectively with more recognizable competitors, Asl Baraka focused on brand positioning. And in its communication, it moved completely away from category norms.
04 / METRICS & RESULTS
Key metrics and KPIs
sales growth
distribution growth
Lokals Team
Creative Director
Шаха Салиев
Project manager
Татьяна Ситникова
Strategist
Фарход Норбаев
Strategist
Азиза Муминова
Copywriter
Саид Назриллаев
Copywriter
Александра Демченко
Art Director
Виктория Шарафутдинова
Art Director
Виталий Хальзунов
CG Specialist
Андрей Корниенко
Partners
DBLA
Video production
Abstract visuals
Video production
LUNAR prod
Video production
SHOOM prod
Video production