We worked on the compaign to resume the unconstrained export of meat from Poland to Russia. The campaign was targeted to decision makers and pork meat consumers.
BAN ON EXPORTS OF POLISH MEAT AN INFORMATION CAMPAIGN IN POLAND, LITHUANIA, RUSSIA.
Consultants prepared a synthetic communications strategy and a proposed
plan of action for the meat producer ZAKŁAD MIĘSNY Wierzejki, which needed to
be undertaken during an information campaign concerning the crisis relating to
the exports of pork meat to Russia. The communications strategy was developed
in the following areas:
- relations with the media, decision makers and consumers
- strategic project advisory, with elements of social lobbying.
The client's objectives were as follows: BUSINESS: To resume the
unconstrained export of meat from Wierzejki to Russia. IMAGE: To protect the
brand of Wierzejki and other meat producers against reputation risk. To educate
consumers on safety procedures concerning production and distribution of meat
(CSR) through a social campaign. CUSTOMERS: To limit bad press for meat producers, open an information
channel and communicate the "Polish healthy meat" brand to the wider
market. The information campaign was carried out in Poland, Lithuania and Russia.
The campaign was coordinated with local agencies, in English and Polish.
Related specialities include
- Regulatory problems
- Financial issues
- Product recall
- Market entry
- Cross-border promotion
- Change in the company
- Building partnerships and coalitions
- Community engagement
- CSR strategy implementation
- Brand repositioning
- Claim management