Kerevitaş: A SuperFresh journey with Refika Birgül

The Kerevitaş brand SuperFresh, Turkey’s first frozen food brand and the market leader outside of store brands, created a mini docuseries to educate consumers on frozen food’s journey to expand its market to sustain growth and leadership.

Campaign details

Brand: KerevitaşAgency: Wunderman ThompsonRegion: EMEA

Strategy

Objective

SuperFresh was the leader in the market outside of private labels, with the widest portfolio and 100% brand awareness. However, to sustain growth and maintain leadership, it needed to expand the market. As the leading brand, SuperFresh aimed to raise awareness among consumers and educate them about frozen food's journey from the field to the plate to drive market growth.

Target Audience

The campaign began in Dec'22. Unlike previous communications in this category using elements of fields and tables, there had been no communication served as...

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