STAY IN YOUR EGGS AND FACE QUARANTINE… STRATEGICALLY!
The real-time marketing campaign of Avga Tsakiris during a health crisis.
The spring of 2020 will remain in everyone’s memory, as the global health crisis caused by the coronavirus pandemic found us immobilized at home in quarantine, with the market closed, strict restrictions on minimal outings, and a sense of fear looming about what was to come. Few companies managed to stay open, focusing on essential goods, one of which was the TsakirisFamily, which not only continued to supply its sales network uninterruptedly but was also preparing for Easter, the peak of its purchasing power, due to the Easter egg. A real-time marketing campaign was necessary.
On our part, we had to think about how to prepare the ground, addressing the negativity that had arisen. The margins were tight, the situation had to be handled with respect and delicate handling, without losing essential elements of its communication strategy, such as humor.
The central idea was adapted to the overall message #menoumespiti of the Ministry of Health and found application in all communication steps of the brand. The slogan “Stay in your eggs!” became the voice of Tsakiris Family aiming to combine information and encouragement for compliance with protective measures, with entertainment.
Initially, it was branded and added to every communication point during this period. It became a series of thematic posts on social media and part of the communication for the company’s Easter television spot. The audience of Tsakiris Family heard “Stay in your eggs!”, participated in the contest on Facebook, and uploaded their recipe to the egg recipe challenge on Instagram. Then, “Stay in your eggs!” became the voice of “Spitaki”, a persona that… stayed home (My home… My Spitaki) and advised us on how to spend creative time during quarantine, provided instructions for protection against the virus, and valuable nutritional information about eggs.
Subsequently, our communication turned to Easter, which was very different this year. We made “Easter as a family” and ensured that Tsakiris Easter eggs reached as many homes and tables as possible, through contests and CSR actions that generously gifted festive eggs to healthcare and safety professionals who were on the front lines of the battle against the coronavirus.
The result was positive, the audience’s response and interaction justified us, as they responded very well to our communication strategy, with increased engagement and reactions across all channels. The community embraced our strategy and the mission of Tsakiris Family was accomplished: We… stayed in our eggs and Tsakiris eggs accompanied us during the difficult hours of isolation!
Would you like us to stand by your side designing your business communication strategy for the upcoming period?
We would be happy to see your message: hello@vitaminmedia.gr
