VARENKA

Design update of Private Label jam in the mass segment Private labels, like classic brands, are updated following changes in audience needs and shelf updates in supermarkets and marketplaces.

At the same time, the share of private labels in Russia increased from 4.7% to 5.3% in the period from May 2020 to April 2021, according to Nielsen. This is the highest figure ever and there are all the prerequisites for further growth.

The Varenka brand has long been successfully operating on the shelves of the Pyaterochka supermarket and marketplace, but the time has come to update the understanding of the needs of the audience in order to maintain the brand’s position in the market. As part of such projects, we always take into account the nuances of modern retail and consumer research to strengthen the connection brands -> retail -> consumers.

Due to the tight deadlines of the project, we studied the needs of the audience in the Otzovik and iRecommend social networks.

And we identified 5 drivers of jam consumption:

1. FRUIT CALIBRATION / TEXTURE
The consumer wants to see whole berries in the jam and feel their texture while eating

2. CONSUMPTION SITUATION: COOKING AT HOME
During the qualitative analysis, we identified an unusual consumption situation – cooking cookies, rolls, muffins and cakes at home

3. CLEAN LABEL / CLEAN COMPOSITION
It is important for the consumer that the composition is simple and clear: berries + sugar = jam

4. FROM FRESH FRUITS
The consumer wants the jam to be made from fresh fruits, not dried fruits

5. HOME-MADE
One of the insights is to get homemade jam without having to cook it at home

Based on these consumption drivers, several design options were developed, of which we settled on a solution with a redesigned illustration of the character and typical central composition on a figured plate. We added emotionality to the character, while taking Varenka’s style away from realism and towards cartoonishness, thereby emphasizing the pleasant association of “delicious as in childhood”. In the breeding for tastes, we also decided to abandon the photorealism of the zones and switched to illustrations. Thanks to these techniques, the label became lighter and more modern.

After finalizing the design, we proposed a concept for promoting the brand in social networks. Because for the development of a modern private label, communication from the shelf and pressure from the price/quality ratio that retail can afford for its private labels are often not enough. The brand operates in 8 SKU on the shelves of 17,972 Pyaterochka supermarkets and from the screens of mobile devices in the marketplace of the same name. The brand is already part of the company of our long-lived brands.

Varenka – delicious and home-style soulful!