Making Kroshka Kartoshka relevant again
A rebrand for the chain’s 25th anniversary. The older half of our team remembered the taste from childhood; the younger half had never tried it. That gap was the starting point.
The project started with a tasting. The brand turned out to exist in two different realities even inside our own team: a taste from youth for some, a sign they had walked past without stopping for others.
The brief
- Develop the creative concept for an image commercial.
- Refresh the brand without disowning its history.
- Bring it closer to a younger audience.
- Raise recognition and emotional engagement.
Why it mattered
In 25 years the chain had become a familiar, affordable fast-food stop — with recognition and coverage, but also with the sense that it belonged to the past.
Results
Recognition grew and perception shifted from "that used to exist" to "that exists now", with a wave of positive reactions on social media.
- PRODUCTION:
- meti agency
- CLIENT:
- «Крошка Картошка»
