A TASTY CHOICE!

We created a campaign of honest reviews about sausage products.

Client: Baxt
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Advertising campaign
Scale: 1 country - Uzbekistan, 12 cities of presence, 3 product categories, 50+ SKU types
Year: 2023

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

Develop a tactical campaign for the Baxt sausage brand to increase market share by switching the audience from competitors and stimulating trials of new SKUs. The main challenge was to find a powerful behavioral trigger that would make conservative consumers give up their habitual shelf choice and try a new product.

Business pain:

overcome consumption inertia and make the audience give up the familiar competitor brands.
develop a creative idea that would not only promote the brand image but also sell specific types of sausage.

03 / SOLUTION

The approach we proposed

Desk research revealed that the core target audience consisted of paternalists who strongly need social approval: it is much easier for them to make a purchase decision based on mass positive experience (“people trust people”). Based on the social proof insight, we built the creative platform around a simple question: “Why do you choose Baxt?”. To avoid the falseness of classic advertising reviews and testimonials, we added an element of light absurdity and surprise to the communication. We introduced a charismatic host character who suddenly “burst in” on real customers right at the moment of choosing products on the shelf or tasting them at home, provoking honest, unscripted emotions and answers. This format became the basis for a series of videos, while the live quotes from customers collected in real stores were scaled across all outdoor advertising (OOH), assigning each individual SKU its own authentic people’s review.