Find Time to Care
We made sausage a symbol of care
- Client
- Asl Baraka
- Category
- Ad Campaigns
- Market
- Uzbekistan
- Lokals product
- Positioning, Strategic Session Facilitation, 180 Campaign
- Scale
- 12 cities of presence, 500+ points of sale, 10+ team members, 5 years of partnership
- Year
- 2024
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
2021-yilda Asl Baraka brendi oddiy mehnatkashlarga bag‘ishlangan «Mehnatsevar xalq uchun» platformasi orqali top-4’ga kirdi. 2024-yilga kelib biz kampaniya g‘oyasining mantiqiy davomi bo‘ladigan brend kommunikatsiyasini yangilashimiz kerak edi.
Business pain:
- Refresh a successful brand platform so it would attract a new audience without alienating the loyal historical core.
- Move the product beyond purely functional consumption.
- Find a relevant emotional trigger for the audience
03 / SOLUTION
The approach we proposed
Based on joint workshops with the brand team, we revisited the communication. We realized that tough hard workers find it difficult to talk about love — it is easier for them to express it through actions. That is how the new message was born: “Find time to care”. We turned sausage into a tangible attribute of caring for the family, while staying true to the brand’s people-first audience.
04 / METRICS & RESULTS
Key metrics and KPIs
campaign reach
Lokals Team
Creative Director
Шаха Салиев
Strategist
Евгения Карпович
Project manager
Татьяна Ситникова
Copywriter
Саид Назриллаев
Art Director
Виктория Шарафутдинова
CG Specialist
Андрей Корниенко
Partners
LUNAR prod
Video production