Russian seafood company, Agama, has selected Leeds-based retail advertising agency, Gratterpalm, to create a consumer-targeted campaign.
It aims to raise awareness of the Agama brand and drive sales of its premium products in what is currently a low and mid-tier dominated market.
The campaign features a television advertisement, which shows a sequence of filming in reverse. The advertisement follows the journey of the product from plate to sea, highlighting Agama’s expertise at each stage of the food manufacturing process, alongside enticing seafood cuisine.
Airing across seven Russian TV channels from 1 October 2012, the advertisement aims to inspire trust and confidence in the quality of Agama’s products and is supported by extensive outdoor advertising, said Gratterpalm.
Managing partner at Gratterpalm, Gareth Healey, said: “Agama conducted an extensive agency pitch process within and outside Russian borders.The aim was to find an agency that would combat consumer barriers towards the category, which has led to a significant drop in fish consumption in the past years.
“There is a general lack of confidence in the overall quality of fish on the market, both frozen and fresh. Our campaign supports the launch of a new frozen fish line and intends to break these stereotypes, promoting Agama as a trustworthy expert offering high quality products.”