14 January 2015

MAXIMA LT RESEARCH “CHRISTMAS PIE 2014” AND ITS PRESENTATION TO THE MASS MEDIA

Christmas is one of the holidays most eagerly awaited by Lithuanians. It‘s not surprising that a lot of events and initiatives are carried out beforehand, so the media channels are full of news. Therefore, the leading retail chain Maxima was oriented to exceptional communication while presenting its Christmas novelties. VRP Hill+Knowlton Strategies team offered to conduct a representative survey about Lithuanian Christmas traditions. The results were presented at the media event, held in one of the biggest bakery factories of this retailer.
MAXIMA LT RESEARCH “CHRISTMAS PIE 2014” AND ITS PRESENTATION TO THE MASS MEDIA
SITUATION
As biggest holidays of the year were approaching, MAXIMA oriented to exceptional communication in order to present its Christmas novelties and to strengthen its image as Lithuanian supermarket.
SOLUTION
VRP Hill+Knowlton Strategies team offered to conduct a representative survey, which would reveal objective holidays related shopping plans of Lithuanian customers. The results were presented to the media representatives by MAXIMA LT director general Žydrūnas Valkeris in an event, held in one of the biggest bakery factories of the retailer.
The results showed that traditional Lithuanian dishes dominate on Christmas tables in Lithuania, so VRP Hill+Knowlton Strategies offered to invite an ethnologist to the event. Nijolė Marcinkevičienė, senior specialist of department of manners and rituals of Lithuanian folk culture center and author of the book “Year at the Table”, has participated at the event. She told about the traditional Lithuanian dishes of interwar period and nowadays, comparing the traditions. She also told how the festive tables were set in different regions of Lithuania and explained, what preparations were made for winter holidays.
Setting of this event was one of the biggest bakery factories that belongs to MAXIMA. Every year, 1200 tons of confectionery are made there. Before holidays the bakery factory is working double tides, as it is the place which produces a lot of the Christmas cakes in Lithuania. After the presentation of the survey results, media representatives were invited to a tour at the bakery factory.
RESULTS
Despite the busy holidays’ season, 22 media representatives from 12 different media channels attended the event. Presented press release with survey data was of the most successful during the fourth quarter of 2014 (reached 2,19 million people). Maxima LT bakery factory, which makes a record amount of production to MAXIMA supermarkets, was presented. 
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