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CASTELLO

 

CASE STUDY: CASTELLO (CHEESELAND)

Industry: Import and Distribution of Premium Danish Cheeses in Retail Networks

Collaboration Period: November 2024

For a premium brand like CASTELLO, mere presence on supermarket shelves was not enough to unlock its maximum potential. The strategic objective was to build a 360-degree promotional ecosystem, integrating high-profile PR tactics, direct point-of-sale activations, and massive media campaigns to drive demand directly from the shelf.

1. Strategic Objectives and Tasks

  • Positioning and Awareness: Consolidating the premium brand status within the dairy market and increasing name recognition for CASTELLO among the general public.

  • Interactivity and Education: Familiarizing consumers with the diverse assortment of flavors through memorable tasting experiences.

  • Channel Diversification: Launching new digital and traditional communication bridges with a direct impact on sales volume across supermarket chains.

2. Our Approach and Implemented Solutions

We developed a complex omnichannel strategy, seamlessly linking offline activities—such as events, tastings, and outdoor advertising—with a massive digital presence:

A. Brand Reputation, PR, and High-Profile Events

  • Strategic Partnerships: We integrated the CASTELLO brand as an official partner at the event organized by MedDev.md, where we curated a refined gastronomic buffet and offered personalized gifts to participants.

  • Industry Recognition: We secured the brand’s participation and positioning at the Brilliant Trade Marks 2024 gala, where CASTELLO was awarded for excellence, quality, and the promotion of brand values.

B. Point-of-Sale Activations

  • A Feast of the Senses in Retail: We organized high-end tasting campaigns at key locations of the Supermarket Nr.1 chain (the Lev Tolstoi St., Mihail Viteazul St., and Moscova Blvd. branches). To preserve the premium identity, we customized every visual detail—from the promoters' aprons and elegant tablecloths down to the branded toothpicks featuring the CASTELLO logo.

C. Media Campaigns and Visual Promotion Online and Offliine

  • High-Impact Outdoor Strategy: We expanded the brand's visibility in public spaces by placing advertisements on billboards, company delivery vehicles, and public transportation.

  • Large-Scale Digital Campaigns: We published editorial and informative articles on major portals point.md and stiri.md, coupled with high-impact visual banner campaigns.

    • We configured and launched Display campaigns in Google Ads, dedicated video ads on YouTube, and conversion and engagement campaigns in Meta Ads (Facebook / Instagram).

    • We produced dynamic video content centered around culinary recipes for social media, educating the audience on the product's consumption methods.

3. Results Achieved

The perfect synergy between image-building campaigns and direct in-store activations generated an accelerated growth of all performance indicators:

  • Massive Visibility: Digital campaigns generated a steady volume of over 3 million monthly impressions, ensuring massive exposure for the brand.

  • Shelf Expansion: Driven by increased consumer demand, supermarket chains approved the expansion of the CASTELLO cheese assortment listed on their shelves.

  • Commercial Performance: The turnover of the CASTELLO brand in the local market recorded a spectacular 65% growth.