THE OBVIOUS CHOICE

We proved that a local producer is better than an imported one!

Client: Baxt
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Creative platform, advertising campaign
Scale: 1 country - Uzbekistan, 12 cities of presence, 3 product categories, 50+ SKU types
Year: 2022

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

Protect the position of the local sausage brand «Baxt» against the aggressive expansion of Russian producers, who were rapidly taking over shelves in Uzbekistan through dumping and the consumer stereotype that “imported = quality”. The main challenge was that the audience blindly trusted foreign products without questioning their composition (chicken skin, bones), abundance of preservatives and the conditions of multi-day transportation. We needed to break this stereotype and teach people to consciously choose a quality meat product.

Business pain:

Overcome the audience’s historically formed trust in imported FMCG products.
Justify the value of a local product against cheap imports, made cheaper through the use of ground bones and preservatives.
Communicate the hard truth about competitors (logistics, ingredients, shelf life) legally, elegantly and without direct aggression.

03 / SOLUTION

The approach we proposed

We built the strategy on a rational deconstruction of the import myth, starting from Baxt’s product advantages: up to 100% pure meat (without mechanically separated meat), strict temperature control in logistics and a short shelf life (only 15 days), proving naturalness. We packaged this foundation into the creative platform “Obvious Things”, leading the audience to simple logical conclusions: if a product travels to the country for a month and is stored for 90 days, it is obvious that it cannot be fresh and natural. To avoid direct competitor bashing, we launched an ironic 360 campaign. Its core was a series of educational-entertainment videos where the journey of two sausages to the shelf was compared in a playful form. We amplified the effect with viral videos featuring an imported sausage that wandered around the city for a long time and without purpose before reaching the store, while outdoor advertising was placed on the streets, built on dry but telling facts about local production versus imported products.