One of the biggest agroindustrial holdings in Russia — JSC firm "Agrocomplex" to them. N. I. Tkachev — moves to a new strategic phase in its activities. High growth, strengthening of leadership in the home region, as well as plans for the development of the business demands of branding and communication solutions to a new level.
"Rebranding is a natural stage for a dynamic company, a step towards market trends. Today, the trend is the naturalness, simplicity, locality, the so-called food patriotism, and at the same time modern, innovative approaches to producing quality products at all stages. These changes have affected our company, so there is a need to reflect them in the products designs and the logo. We are changing for the better, keep up with the times, and the user should see it" — says marketing Director of "Agrocomplex" Anton Koziakov.
To achieve such ambitious goals were chosen integrated team, created on the basis of the two agencies BBDO Group BBDO branding division Branding and creative Agency Instinct. During the year the team of "Agro" in cooperation with BBDO Branding has worked on the new brand platform.
Analysis of consumer trends have helped to define the local origin of the "Agro" — its major advantage. Thus was born the idea of the brand: "the Grace of the South in every home". "The South is our main value. Unique long-term experience with southern land under the generous Kuban sun allows us to pass its advantages to its products," adds the project leader.
To emphasize the local origin, the name of the brand was reinforced by the place-name now sounds like "Agrocomplex the Vyselkovsky". The new brand slogan "Grown in health" emphasizes the high quality of products and business model "from field to counter". Based on the updated brand platform creative Agency Instinct has developed a new image campaign with the main message "Pride of the South". BBDO Branding continues the work on updating the corporate identity and the store concept.
"Consumers expect a global change. We revised the entire range according to the new positioning, share and adapt the design to the requirements and specifics of each product category while maintaining a consistent style of packaging. Some of the products not corresponding to the new image, had to withdraw from the range, but introduces other, popular consumer. We are now acquiring additional equipment, are working with new suppliers, improving our formulations, striving to make them clean and simple by using the most of what you grow yourself, what exactly can trust," adds marketing Director "the Agrocomplex".
"Our main goal now — to become a favorite producer of food in the South. We are confident that our products has great potential and value for consumers throughout Russia. So we will grow, to win the hearts and love of consumers and in the new territories. All the opportunities and resources to do this. Now we can confidently say that "the Agrocomplex" — the pride of the South," concludes Anton Koziakov.
The filming took place the homeland of "Agrocomplex". Video talks about open and hardworking people who work on the lands of the Krasnodar territory. They are not looking for which is better, and do best on their land and for their own. Therefore, the "agro Vyselkovskiy" for nearly 30 years, produces products that can proudly be put on the table. Visuals reveals the generous character of the local nature and people: beautiful landscapes are replaced by textured portraits of real employees of the company.
https://youtu.be/i0p1UXGWY6s
About the company
JSC firm "Agrocomplex" to them. N. I. Tkachev, founded in 1993 in the village of Vyselki of Krasnodar territory by enterprises of the complex for fattening cattle and feed mill. For 27 years, the company has developed into the Agroholding of a full cycle, which includes areas such as animal breeding, plant growing, agricultural products processing, food manufacturing and retail trade.
Today "agro" — the largest manufacturer in the Kuban and one of the leading players in the Federal market. It brings together 29 of the farms, more than 700 retail stores and a 42 thousand employees. The area of farmland of "Agrocomplex" is about 670 thousand hectares. The company is the largest in the North Caucasus the grain producer (the production of grain and leguminous reaches 1.8 million tons per year), rice (more than 200 thousand tons), sugar beets (planted area more than 40 thousand hectares), and soybeans (the area planted more than 40 thousand ha).
The holding takes the second place in Russia on milk production, the fifth and sixth sugar — meat, but don't plan to stop there and increasing recycling, has launched the most modern in Russia, a cheese factory, which this year will produce about 20 thousand tons of cheese.
In addition, the company actively uses the latest technology: all the area of agricultural holdings have been digitized, the equipment is equipped with GPS navigation and for monitoring of crops used drones. The work on introduction of artificial intelligence at harvest.
In an effort to become a favourite store for each consumer in the South of Russia, "agro" develops its own retail, focusing on the needs of buyers, but changing the vision of the modern format store. So, from the end of last year, the company abandoned the counter and opens the only self-service stores. And selectivity in the choice of locations allows you to work more efficiently, become more convenient and available to consumers. New concept shops meets all the latest trends in the plans of the holding in the near future — to conduct a redesign of all outlets.
The company is also actively developing export area: today the products of "Agro" comes to Europe and Asia.
About BBDO Group
Russian largest advertising and communications group. Is part of Omnicom holding, while the Agency group part of international networks BBDO Worldwide and Omnicom Media Group. Working on the Russian market since 1989. Currently, part of BBDO Group consists of 18 agencies, which employ about 1,400 people.
