Company: Kerevitaş Gıda Sanayi ve Ticaret A.Ş. İstanbul
Nomination Submitted by: Lorbi PR İletişim ve İtibar Yönetimi
Company Description: Kerevitaş, the leading company in the frozen food and margarine market in Turkey, has been operating since 1970 and has introduced the concept of "frozen food product" to Turkish consumers, setting many milestones since its establishment.Today, under the brand SuperFresh, it holds the position of having the richest product portfolio in the frozen food market with over 400 products in 21 categories
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Food
 Nomination Title: "Refika Birgül ile SuperFresh Bi' Yolculuk" campaign
- 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:
2022-12-01 / 2023-01-01
- 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 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 124 words used.
SuperFresh, Turkey's first frozen food brand, is the clear leader in the market outside of store brands, with the widest product portfolio and 100% brand awareness. For Superfresh to continue its growth and maintain its leadership, the market needed to expand. To achieve this, it was necessary to change consumers' negative perceptions due to their lack of knowledge, and to raise awareness among consumers about the journey of frozen food from the field to the plate, aiming to educate them and expand the market.
Negative perceptions included:
1. Belief that frozen food is unhealthy and processed.
2. Lack of awareness about the variety of products.
3. The influence of the organic consumption trend, which led consumers to prepare their own frozen or canned food.
- 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 205 words used.
We needed to communicate multiple aspects to our target audience simultaneously. We had to provide answers to various questions related to production, technology, agriculture, wide range of products, hygiene, and material quality. Our engineers worked closely with farmers from seed to harvest, incorporating the latest methods with meticulous attention to every detail in the field. We utilized the freshest technologies to make agriculture more sustainable and efficient, ensuring the freshness of the products that reach the factory within an average of 3-4 hours after harvest, allowing us to encapsulate freshness or wash them thoroughly. We needed a brand ambassador who could convey this information and had gained consumers' trust, with expertise in food and an inquisitive and investigative personality, which was Refika Birgül.
It was impossible to convey so many details in a single copy. Therefore, we decided to create a documentary series consisting of five 10-minute episodes, focusing on five main topics: Harvest, Technology, Trust, Variety, and Taste. We designed the series as a discovery journey of SuperFresh with Refika Birgül, a beloved chef in Turkey. TV was not suitable as the primary platform for our documentary content, so we used it to tease and invite viewers to YouTube, where we uploaded our content.
- 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 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 195 words used.
We launched the "Refika Birgül ile SuperFresh Bi' Yolculuk" campaign to raise frozen food awareness and provide accurate information about SuperFresh's products and production process. We focused on consumer education with five main topics and created a five-part documentary series featuring Refika Birgül as our brand ambassador. The campaign was successful, with the documentary series and advertising film released on social media and digital platforms. During a press conference, we explained the campaign and took participants on a SuperFresh taste journey.
The results of the campaign were impressive:
Our market share increased by 3 percentage points to reach 24% compared to Q4 2021.
Despite a 20% decrease in the total market volume from December 2021 to 2022, we achieved a 1% growth.
Our brand pyramid showed significant success, with a 22-point increase in trial, a 17-point increase in repeat purchase, and a 17-point increase in the most frequent purchase from December 2021 to 2022.
By the end of December 2022, important metrics such as being a "leader brand in frozen food," a brand confidently recommended to loved ones, providing value for money, and being a must-have on shopping lists all achieved a 2-point increase.
- 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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