Website:We designed the site as a virtual map of the Vorontsovo village. Full of “Easter eggs” and games about traditional bakery, it also contains the profiles of the campaign heroes.Viral:Short videos related - sometimes rather strangely - to bread, allegedly shot by the dwellers of the village, appeared on the web.Music video:We created a real folk-band, “Korki” (Crusts) who plays songs about bread, releases albums, shoots music videos and enjoys an extraordinary fame.Local radio station:We even equipped our village with its own radio station whose broadcasts about croutons intrude from time to time, guerilla style, in the programs of national radios.TVC:A TV campaign was then put on air to invite broader audiences to discover the “world of the crouton” and to add more substance to the latter.

In three months Vorontsovskie Croutons saw their awareness grow up to 45% and the brand climbed to 3D position in the category with a 9.6% market share.