The company Lapmol, one of the leading dairy producers in the Republic of Moldova, produces the popular dairy products Căsuța Mea and Big Lapik offering more than 90 types of products. The PR agency PARC Communications has been working with the company since 2014.

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Task: 

To develop and implement promotional strategies for the company and its brands, integrated with the marketing objectives of the company, in addition to contributing towards the promotion of natural dairy products from Moldovan milk to the general consumer and stakeholders.

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Challenge: 

Stereotypes about the destroyed dairy farming that existed during the Soviet era are persistent in the Republic of Moldova. Consumers believe that the majority of dairy products are made from imported milk powder at best, so they have a low level of trust in local dairy production.

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Resolution:

• In 2014, a launch PR campaign was developed and implemented, based on the idea of organising the ‘Cow Festival’, a new concept for the Republic of Moldova, in which creative teams painted 10 cow sculptures (machete). A press club was also organised, showing the potential of the Moldovan dairy industry.

• Photo and video reports from the company's partner dairy farms were produced, promoted on social media and posted on the Căsuța Mea website. 

• The Căsuța Mea Club was launched under the motto ‘Real milk is more beneficial’.  As part of the promotions, consumers purchasing their favorite Căsuța Mea dairy products received gifts of their choice on the website.

• In 2017, a campaign for Lapmol's 20th anniversary was developed and implemented, within the framework of which a new ‘Festival of Cows’ was organised, to which famous Moldovan artists were invited, who also painted 50 cow miniatures as gifts for the company's corporate partners. A jubilee calendar of the company was also published, using the ‘Festival of Cows’ creatives in the style of national traditions in painting.

• In 2022, the Lapmol 25 anniversary campaign was developed and implemented, promoting articles reflecting the leading positions of the company and its brands. Two videos of the Căsuța Mea and Big Lapik brands were produced and placed on TV and social media.