How regional identity and dialect-based messaging turned October and December 2025 into the two strongest sales months in the brand’s history.
Brand
Kenar
Year
2025
Sector
FMCG / Food industry
Market
B2C (FMCG)
Media results
20+
Thousand impressions
Localized content for the eight largest regional cities in Bulgaria.
Media results
12.5
Frequency of impressions
Realized conversions for the campaign period
The task
How does a historic market leader remain relevant in the digital era?
KENAR is a brand with decades of tradition in Bulgarian cuisine. The challenge was not to build brand awareness, as it was already well established. The objective was to strengthen the emotional connection with active households aged 35 to 54 and transform familiarity into preference at the exact moment of purchase.
How can a national campaign feel personal to every consumer?
Standard mass messaging delivers reach, but often lacks a sense of personal connection. We needed a strategy that could operate effectively on a national scale while still feeling local and familiar to people in cities such as Plovdiv, Varna, and Vratsa.
“We wanted every homemaker to see a KENAR salad and say: ‘This advertisement is for me, for my city.’”
The solution
The idea: we speak the consumer’s language, quite literally.
We developed the “Bulgaria’s Favorite Flavors” concept, built around regional identity. Instead of using a single universal message, we created eight unique creatives, each featuring local dialect expressions and a tone specific to the region. Every KENAR salad was presented as a local favorite, making it feel familiar and authentic to consumers in that particular area.
8 campaign cities:
Sofia · Plovdid · Varna · Burgas · Blagoevgrad · Stara Zagora · Veliko Tarnovo · Vratza
Media mix: traditional trust combined with digital precision.
The campaign was implemented in two waves, during October and December 2025. The TV presence focused on niche channels with highly loyal audiences, including Discovery, TLC, History, Eurosport, and Bulgaria On Air, delivering a more efficient CPM while reaching the same target demographic. The digital ecosystem encompassed Facebook, Instagram, YouTube, and Display advertising networks, featuring localized content tailored to each of the eight cities.
The results
Business results: the brand’s two strongest sales months of the year.
October and December 2025 became record-breaking months for KENAR. The campaign generated a significant increase in consumer demand, with retailers reporting actual requests to increase supplies of the brand’s products. In the highly competitive FMCG environment, where every percentage point of market share is hard won, this provided measurable evidence of a direct link between the marketing efforts and commercial performance.
Retailers reported increased demand and requested higher product deliveries, providing a direct indicator of the campaign’s sell-through impact at the point of sale.
Regional impact: personalization outperforms mass messaging.
The most significant insight was behavioral: the localized creatives featuring regional dialects in Plovdiv, Varna, and Burgas generated a substantially higher rate of organic shares and comments compared to the national campaign materials. When people see an advertisement created for their city, they do not just watch it, they share it.
- Exceptional reach: Over 1.63 million Bulgarians were exposed to KENAR’s campaign messages, representing a substantial share of the country’s active population.
- Demographic focus: The highest level of engagement was recorded among the 35-44 age group (accounting for 24% of impressions), followed by the 45-54 age group. Women, as the primary household purchasing decision-makers, represented more than 60% of the audience reached.
- Regional success: Sofia generated the highest volume (1.69 million unique contacts across both campaign phases), while the localized creatives in Plovdiv, Varna, and Burgas achieved significantly higher rates of organic sharing and user comments.
- Seasonal resilience: We recorded growth across all key performance indicators in December, demonstrating that KENAR is a top choice for the Bulgarian holiday table.
- Strong sales growth: The client reported an increase in orders from retail chains and achieved two of its strongest sales months on record.
The services
- Complete communication and creative strategy
- Media Buying
- Social Media & Programmatic Display
- Copywriting with regional adaptation (dialectal expressions and local slang).
- Design and production of advertising creatives for a national campaign.
- Consumer behavior analysis and ROI reporting.
The team
Account manager: Natalia Kirilova
Copywriting: Lora Traykova
Digital advertising: Natalia Kirilova
Design: Kristian Georgiev