16 February 2013

‘IKI is searching for a farmer’ project launch

Retail chain IKI had an ambition to remarkably extend its assortment with Lithuanian suppliers’ production which is beloved by its customers. As the main obstruction to find a remarkable number of new suppliers IKI saw complicated contracts between retail chains and farmers, also small enterprises’. The Client was determined to simplify contracts and seek for some other compromises in partnership which was successfully communicated in a press conference with target public institutions.
‘IKI is searching for a farmer’ project launch
SITUATION
Retail chain IKI had an ambition to remarkably extend its assortment with Lithuanian suppliers’ production which is beloved by its customers. As the main obstruction to find a remarkable number of new suppliers IKI saw complicated contracts between retail chains and farmers, also small enterprises’. The Client was determined to simplify contracts and seek for some other compromises in partnership.


SOLUTION
In cooperation with the client VRP H+K organized a press conference (from concept to visualizations) to present the IKI contracts with farmers and small enterprises’ change. In a press conference also participated the partners that IKI draw into the Project: the Ministry of Agriculture of the Republic of Lithuania, State Food and Veterinary Service, Lithuanian Vegetable Producers Association and a good partnership example – IKI herbal tea supplier „Geri meistrai“. It was a great challenge to manage all the institutions‘positions and also gain media attention and participation in the context of Ūkio bankas suspension.


RESULT
12 media channels participated in the press conference; 18 publications showed up in target specialized and national media channels with unique content. The main message – IKI is searching for Lithuanian suppliers (farmers, small enterprises) and is open to find compromises – communicated in most of the publications. Publications‘tone: 100 percent positive or neutral. Set good relations with target institutions for further project implementation and communication.
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