Company: Kerevitaş/SuperFresh, Istanbul
Company Description: Kerevitaş, a pioneer in the Turkish frozen food and margarine market since 1970, has continually innovated and expanded its offerings. Introducing the concept of "frozen food products" to Turkish consumers, it boasts a diverse portfolio of over 400 items across 21 categories under the SuperFresh brand.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million / €3 million)>
 Nomination Title: A Delicious Collaboration from SuperFresh and Supermarket named ŞOK
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched, and the budget expended on it:
It was launched in December 2023.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 202 words used.
SuperFresh, Turkey's first frozen food brand, leads the category with 64% brand awareness but faces strong competition from private label (PL) brands. To counter this, we have already partnered with Migros (one of the biggest national supermarkets in TR), leveraging its advanced omnichannel structure, resulting in the online channel accounting for 25% of our sales. However, we had to do more to ensure that SuperFresh was preferred over PL, which is positioned at 40-50 price index in Hard Discounter channels.
In December, we launched the second phase of our highly successful "SuperFresh Journey" communication campaign in collaboration with the famous chef Refika Birgül. We aimed to differentiate SuperFresh from the numerous year-end discount campaigns and engage consumers through a compelling & unique brand experience. We needed an impactful setup that would seamlessly integrate with the point of sale, encouraging consumer action and driving sales for SuperFresh products. (Sales target: +%30 compared to the previous year). Last but not least, we had to overcome the dominance of PL brands with a 50% market share in the category. Thus, during the high-consumption New Year period, we partnered with ŞOK, the only Hard Discount market carrying our widest product portfolio and selling frozen food online.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
Targeting the high-consumption New Year period, we developed a strategy to achieve maximum success with a minimum budget, aiming to boost sales:
- Partnerships: We partnered with ŞOK, the only discount market carrying our widest product portfolio and selling frozen food online. ŞOK, with 8.5 million Instagram followers and 10 million Cepte ŞOK mobile app users, was the perfect partner for an integrated campaign. We also included our brand ambassador, Refika Birgül, and executed a holistic and innovative campaign
- We updated all product visuals to be e-commerce friendly, highlighting key benefits such as "128 rising dough layers in puff pastry," "beef in ravioli," and "ready in only 10 minutes for pizza."
- We promoted SuperFresh products with discounts of up to 30% and integrated ŞOK Win promotions for the New Year's period. The campaign was announced via in-app banners on CepteŞOK, push notifications, Instagram, and strategic use of the ŞOK WhatsApp Channel.
- Refika Birgül prepared a special New Year's recipe featuring puff pastry, a strategic product for category introduction. This recipe was first shared on the ŞOK WhatsApp Channel, which has 366,000 followers, with Refika Birgül's voice along with a special congratulatory note. It was later shared as a collaboration between ŞOK and SuperFresh accounts.
- This campaign differentiates itself from all e-commerce campaigns and provides win-win results, with experiences such as the FIRST TIME CELEBRITY USE on ŞOK social media and the FIRST audio recording sharing on the brand new medium Whatsapp Channel
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 206 words used.
In December 2023, the collaboration between SuperFresh and Şok has delivered impressive results, demonstrating how a well-planned strategy can drive sales effectively even with a limited budget:
- SuperFresh reached over 9 million users and garnered more than 1 million clicks on the CepteŞOK platform.
- During the campaign period, daily sales of the focus product, Puff Pastry, doubled, and overall sales of all products increased by approximately 1.5 times compared to the annual average.
- We achieved viewing and interaction rates equivalent to a media value of 2.5 million TL through ŞOK's platforms, while only incurring a project fee of 500 thousand TL.
- Content Engagement: 19,266 → 41,036 (+113%)
- Comments: 309 → 19,867 (+6,329%)
- Organic engagement rate: 4.5% → 7.6% (+68%) (Benchmark:1.06%)
- Likes: 11,102 → 14,891 (+34%)
- Ranked 7th among FMCG Food brands in the BoomSocial Türkiye Social Brands Index for the first time in SuperFresh history
- During a 20-day period with no communication other than digital, achieved the highest TOM score (73%; +8 points vs. Dec '22) & spontaneous awareness (91%; +5 points vs. Dec '22).
- YTD trial and repeat purchase scores increased by +1, while the most frequent purchase score increased by +5 points
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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