The Malinowy Król Association is an organization of Polish producers who have been growing tomatoes for years. They were established in 2019 with the goal of popularizing tasty pink tomatoes of the Tomimaru Muchoo variety in Poland. In order to achieve it they created own brand for this variety – Malinowy Król, with a special design, feeling and touch.
"Usually you will see some individual promotion of a tomato segment in the retail magazine or in the supermarket, but this time it is different! The tomato brand went straight to TV," they say. But what's the difference? "The beauty of this B2C promotion campaign is the grower collaboration to defend their unique position of Tomimaru Muchoo in the Polish market."
What is the difference?
32 growers are growing Tomimaru Muchoo united in the Malinowy Król Association. They are supplying 70% pink tomatoes to all retailers in Poland. Their aim is to explain the unique taste of this specific variety compared to new entrants to avoid consumers becoming disappointed and not repurchasing. "We believe the Malinowy Król tomato is best pink tomato in Poland. When you buy it, consumers should never be disappointed. It has always the same taste: winter and summer," the team says.
They realized a campaign and developed clear goals: building brand awareness. "We want to make it clear that Malinowy Król is the best pink tomato in Poland, but also outside Poland. Therefore we built a clear communication tagline: "This raspberry king is a guarantee of taste, which I know and love - the most tasty pink tomato in PL!"
The team created a persona: "MK is the best quality, the best taste with positive attitude!"
To realize these goals, they created a TV campaign with 2 x 15 sec spots and sponsored billboards from 16.11 till 15.12.2020 and added TV commercials.
"The feedback from the Polish consumers is above expectations, when we look to the social media views but also to the higher rebuy intention for Malinowy Król," they conclude.
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