The changes impact both the product appearance and ingredients across more than 300 products in the sausage and chilled meat categories.
As part of the rebranding campaign, the company improved the recipes of its sausages and ready-to-cook pork products, and, reduced the Cherkizovo product offering by removing the products that had “failed to meet the customers’ expectations”.
The Group has already started shipping its revamped Cherkizovo products to retail chains. From mid-October, the rebranding exercise will be supported by a comprehensive advertising campaign leveraging TV, online and other consumer communication channels.
Cherkizovo’s rebranding is a part of the company’s development strategy. As part of its growth plans, Cherkizovo has established an in-house R&D lab and launched a fully automated smoked sausage factory in Kashira in 2018.
“Our history dates back to 1974 when the Cherkizovsky Meat Processing Plant was commissioned and started manufacturing sausages under the Cherkizovo brand. Today, as we are nearing our 45th anniversary, we are convinced that our customers’ loyalty was the key driver behind our flagship brand's enduring success. As customer care remains our key priority, we decided to reinvent our Cherkizovo brand so that it continues to be relevant in today's market,” said Sergey Mikhailov, CEO of Cherkizovo Group.
“When working on the new design, we aimed to breathe new life into the brand, while also staying true to its underlying message: Cherkizovo shows care for you and your family by maintaining a consistently high quality of its meat and poultry products,” added Victoria Duvanskaya, chief marketing officer of Cherkizovo Group.