2021
Valesto

Valesto

2021
Valesto

Valesto

Research  ☉  Strategy
Valesto is the most prominent Ukrainian frozen filo dough and goodies manufacturer: pies and puffs with different salty and sweet fillings. You can find Valesto products in Ukrainian supermarkets and neighboring countries (Poland, Romania, Hungary, Moldova, and Slovenia). 
Intro

the challenge

The owner and the CEO of the company was inspired by Balkan cuisine.
When we first listened to him, we could hardly wait to taste Vertuta – the star between the Valeso products. Valeriy explained why his products were so good. First of all, his team chose fresh products from local farms and gardens to create different fillings.

Second, they didn't add any chemical or biological extras or flavor enhancers. The secret of the taste was a technology of shock freezing. 

Another interesting fact about Valesto products is that filo dough has fewer calories than other doughs and can be considered dietary.
Here you should ask if we really had any challenge with such a product. And we would answer – definitely and not the only one.
People in Ukraine don't trust frozen products much. People think such food is not healthy and usually not tasty.
Ukrainians love cooking. For Ukrainian women cooking is like a contest, especially when they invite friends. That's why they try to do everything by themselves, even dough.
Brief

the brief

We had to find a brand positioning and create a communication strategy that would increase knowledge about Valesto and, as a result, raise sales. The primary assignment was to find proper key messages that would convince the target audience that the Valesto products are a practical necessity in the freezer of every Ukrainian family.
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We started with volumetric quality research that consisted of 2 stages. 
We asked fifteen different women (age, status, lifestyle, location) to buy one of the Valesto products, cook it, and share their opinions. This stage helped us explore the customer journey and revealed how to improve product display. Moreover, we had collected hypotheses and insides for the following research stage.
We had an online survey that helped us detect three main segments of the target audience based on food habits. Each target segment showed us barriers and triggers before buying products, so we had clear objects to work with.
We've created a communication strategy that was built on transparent communication. Valesto had nothing to hide: the ingredients, the technology, etc. Also, we showed the easiness of goodies cooking – open the package and put it in the oven, that's it. And finally, we allowed all Ukrainian women to use our product and tell everyone that they had made it themselves without mentioning the brand as the product is so good as homemade.

the Result

Result
Many women have an extra Valesto product in the freezer and are ready to meet guests at any time, as they know that they always have deliciousness. 
A WORD FROM
OKAY MONDAY TEAM
Now the time has come to open one secret! 
Our team loves tasty food! And we even have a tradition to meet on Fridays to buy something delicious and have dinner all together. That's why Valesto was one of our favorite projects.
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