{"id":175178,"date":"2026-03-24T12:37:25","date_gmt":"2026-03-24T12:37:25","guid":{"rendered":"https:\/\/dmg.pro\/portfolio\/kenar-bulgarias-favorite-tastes\/"},"modified":"2026-09-01T09:06:53","modified_gmt":"2026-09-01T09:06:53","slug":"kenar-bulgarias-favorite-tastes","status":"publish","type":"portfolio","link":"https:\/\/dmg.pro\/en\/portfolio\/kenar-bulgarias-favorite-tastes\/","title":{"rendered":"Kenar Bulgaria&#8217;s favorite tastes"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;70&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;5&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;5&#8243; back_color=&#8221;color-jevc&#8221; back_image=&#8221;172234&#8243; overlay_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;46&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; top_divider=&#8221;gradient&#8221; bottom_divider=&#8221;gradient&#8221; content_parallax=&#8221;1&#8243; content_parallax_safe=&#8221;yes&#8221; uncode_shortcode_id=&#8221;116143&#8243; back_color_type=&#8221;uncode-palette&#8221; overlay_color_type=&#8221;uncode-palette&#8221; front_end_with_slider=&#8221;true&#8221; el_class=&#8221;mobile-flex-bottom&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;194733&#8243;][uncode_slider slider_type=&#8221;fade&#8221; slider_interval=&#8221;0&#8243; slider_navspeed=&#8221;400&#8243; advanced_nav=&#8221;yes&#8221; el_id1=&#8221;slider-111384&#8243; el_id=&#8221;slider-111384&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;&#8221; front_end_with_slider=&#8221;true&#8221; uncode_shortcode_id=&#8221;519924&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;left&#8221; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;2&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;8\/12&#8243; uncode_shortcode_id=&#8221;193089&#8243;][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_size=&#8221;fontsize-875691&#8243; text_weight=&#8221;700&#8243; css_animation=&#8221;perspective&#8221; animation_speed=&#8221;1000&#8243; uncode_shortcode_id=&#8221;912724&#8243;]Bulgaria&#8217;s favorite tastes[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; position_horizontal=&#8221;left&#8221; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_speed=&#8221;1000&#8243; animation_delay=&#8221;800&#8243; width=&#8221;4\/12&#8243; uncode_shortcode_id=&#8221;107349&#8243; column_width_pixel=&#8221;400&#8243;][vc_custom_heading text_size=&#8221;fontsize-155944&#8243; text_weight=&#8221;400&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;148935&#8243;]National reach and local relevance in Kenar\u2019s campaign.[\/vc_custom_heading][vc_button size=&#8221;btn-lg&#8221; radius=&#8221;btn-circle&#8221; hover_fx=&#8221;full-colored&#8221; custom_typo=&#8221;yes&#8221; font_family=&#8221;font-164090&#8243; font_weight=&#8221;500&#8243; border_width=&#8221;0&#8243; scale_mobile=&#8221;no&#8221; link=&#8221;url:%2302|title:About%20Business|&#8221; uncode_shortcode_id=&#8221;204181&#8243;]Find out more[\/vc_button][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][\/uncode_slider][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;873728&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;194538&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;5&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;111549&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;151590&#8243;][vc_column_text uncode_shortcode_id=&#8221;925693&#8243;]How regional identity and dialect-based messaging turned October and December 2025 into the two strongest sales months in the brand\u2019s history.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;105990&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;172170&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;379727&#8243;][vc_custom_heading heading_semantic=&#8221;h5&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;963998&#8243; subheading=&#8221;Kenar&#8221;]<\/p>\n<h4>Brand<\/h4>\n<p>[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;918446&#8243;][vc_custom_heading heading_semantic=&#8221;h5&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;148252&#8243; subheading=&#8221;2025&#8243;]<\/p>\n<h4>Year<\/h4>\n<p>[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;330645&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;653427&#8243;][vc_custom_heading heading_semantic=&#8221;h5&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;977599&#8243; subheading=&#8221;FMCG \/ Food industry&#8221;]<\/p>\n<h4>Sector<\/h4>\n<p>[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;198115&#8243;][vc_custom_heading heading_semantic=&#8221;h5&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;102738&#8243; subheading=&#8221;B2C (FMCG)&#8221;]<\/p>\n<h4>Market<\/h4>\n<p>[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;186869&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;4&#8243; 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uncode_shortcode_id=&#8221;114915&#8243; text_color_type=&#8221;uncode-palette&#8221;]Media results[\/vc_custom_heading][uncode_counter value=&#8221;12.5&#8243; counter_color=&#8221;&#8221; semantic=&#8221;h4&#8243; size=&#8221;custom&#8221; weight=&#8221;400&#8243; height=&#8221;fontheight-179065&#8243; uncode_shortcode_id=&#8221;341575&#8243; heading_custom_size=&#8221;clamp(2.5rem, -2rem + 7.5vw, 5.5rem)&#8221;][vc_custom_heading text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;168266&#8243; heading_custom_size=&#8221;clamp(1.875rem, 1.4063rem + 0.7813vw, 2.1875rem)&#8221;]Frequency of impressions[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h3&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;856911&#8243; heading_custom_size=&#8221;clamp(1.125rem, 0.5625rem + 0.9375vw, 1.5rem)&#8221; text_color_type=&#8221;uncode-solid&#8221; text_color_solid=&#8221;#5b616b&#8221;]Realized conversions for the campaign period[\/vc_custom_heading][vc_empty_space][vc_button button_color=&#8221;color-969132&#8243; size=&#8221;btn-lg&#8221; radius=&#8221;btn-circle&#8221; hover_fx=&#8221;full-colored&#8221; custom_typo=&#8221;yes&#8221; font_family=&#8221;font-164090&#8243; font_weight=&#8221;500&#8243; border_width=&#8221;0&#8243; icon_position=&#8221;right&#8221; scale_mobile=&#8221;no&#8221; link=&#8221;url:https%3A%2F%2Fdmg.pro%2Fen%2Fservices%2Fstrategic-consultations%2F|title:Strategic%20consultations|&#8221; uncode_shortcode_id=&#8221;208276&#8243; button_color_type=&#8221;uncode-palette&#8221; icon=&#8221;fa fa-arrow-right2&#8243;]Strategic marketing[\/vc_button][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;179278&#8243;][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;149537&#8243;]The task[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;196919&#8243;][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;300184&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;207561&#8243;][vc_column_text uncode_shortcode_id=&#8221;162200&#8243;]<\/p>\n<h4><strong>How does a historic market leader remain relevant in the digital era?<\/strong><\/h4>\n<p>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.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;101419&#8243;][vc_column_text uncode_shortcode_id=&#8221;878685&#8243;]<\/p>\n<h4><strong>How can a national campaign feel personal to every consumer?<\/strong><\/h4>\n<p>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. <\/p>\n<p><strong>&nbsp;\u201cWe wanted every homemaker to see a KENAR salad and say: \u2018This advertisement is for me, for my city.\u2019\u201d&nbsp;&nbsp;<\/strong>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;843465&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;739419&#8243;][vc_custom_heading heading_semantic=&#8221;h4&#8243; text_size=&#8221;fontsize-138925&#8243; uncode_shortcode_id=&#8221;793380&#8243;]The solution[\/vc_custom_heading][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;300184&#8243;][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text uncode_shortcode_id=&#8221;212928&#8243;]<\/p>\n<h4><strong>The idea: we speak the consumer\u2019s language, quite literally.<\/strong><\/h4>\n<p>We developed the \u201cBulgaria\u2019s Favorite Flavors\u201d 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.  <\/p>\n<p><strong>8 campaign cities:&nbsp;<\/strong><\/p>\n<p><strong>Sofia \u00b7 Plovdid \u00b7 Varna \u00b7 Burgas \u00b7 Blagoevgrad \u00b7 Stara Zagora \u00b7 Veliko Tarnovo \u00b7 Vratza&nbsp;<\/strong>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;109626&#8243;][vc_column_text uncode_shortcode_id=&#8221;769206&#8243;]<\/p>\n<h4><strong>Media mix: traditional trust combined with digital precision.<\/strong><\/h4>\n<p>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.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;149062&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;194602&#8243;][vc_single_image media=&#8221;175170&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;213639&#8243;][vc_single_image media=&#8221;175171&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;723186&#8243;][vc_single_image media=&#8221;175172&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;230600&#8243;][vc_single_image media=&#8221;175173&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;144080&#8243;][vc_single_image media=&#8221;175174&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;109337&#8243;][vc_single_image media=&#8221;175175&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;655163&#8243;][vc_single_image media=&#8221;175176&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;214679&#8243;][\/vc_column][\/vc_row][vc_section back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;737315&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;5&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;5&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;298967&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;989192&#8243; el_id=&#8221;02&#8243; el_class=&#8221;02&#8243;][vc_single_image media=&#8221;175177&#8243; media_width_percent=&#8221;100&#8243; media_ratio=&#8221;one-one&#8221; advanced=&#8221;yes&#8221; media_overlay_opacity=&#8221;50&#8243; media_overlay_anim=&#8221;no&#8221; media_text_anim=&#8221;no&#8221; media_image_anim=&#8221;scroll&#8221; media_image_scroll_val=&#8221;2&#8243; media_padding=&#8221;2&#8243; uncode_shortcode_id=&#8221;154047&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;127301&#8243;][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_size=&#8221;fontsize-138925&#8243; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;546728&#8243;]The results[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h5&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;274196&#8243; heading_custom_size=&#8221;clamp(1.125rem, 0.5625rem + 0.9375vw, 1.5rem)&#8221;]<\/p>\n<h4>Business results: the brand\u2019s two strongest sales months of the year.<\/h4>\n<p>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\u2019s 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.  <\/p>\n<p>Retailers reported increased demand and requested higher product deliveries, providing a direct indicator of the campaign\u2019s sell-through impact at the point of sale.<\/p>\n<h4>Regional impact: personalization outperforms mass messaging.<\/h4>\n<p>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. <\/p>\n<ul>\n<li><strong>Exceptional reach<\/strong>: Over 1.63 million Bulgarians were exposed to KENAR\u2019s campaign messages, representing a substantial share of the country\u2019s active population.<\/li>\n<li><strong>Demographic focus<\/strong>: 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.<\/li>\n<li><strong>Regional success<\/strong>: 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.<\/li>\n<li><strong>Seasonal resilience<\/strong>: We recorded growth across all key performance indicators in December, demonstrating that KENAR is a top choice for the Bulgarian holiday table.<\/li>\n<li><strong>Strong sales growth<\/strong>: The client reported an increase in orders from retail chains and achieved two of its strongest sales months on record.<\/li>\n<\/ul>\n<p>[\/vc_custom_heading][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_button size=&#8221;link&#8221; btn_link_size=&#8221;h4&#8243; btn_link_underline=&#8221;btn-underline-out&#8221; custom_typo=&#8221;yes&#8221; font_family=&#8221;font-164090&#8243; font_weight=&#8221;500&#8243; scale_mobile=&#8221;no&#8221; link=&#8221;url:https%3A%2F%2Fdmg.pro%2Fen%2Fservices%2F|title:Services|&#8221; uncode_shortcode_id=&#8221;141307&#8243;]Find out about our services[\/vc_button][\/vc_column][\/vc_row][\/vc_section][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;131765&#8243;][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading uncode_shortcode_id=&#8221;192683&#8243;]The services[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;191886&#8243;][uncode_list icon=&#8221;fa fa-check-circle&#8221; uncode_shortcode_id=&#8221;210576&#8243;]<\/p>\n<ul>\n<li>Complete communication and creative strategy<\/li>\n<li>Media Buying<\/li>\n<li>Social Media &#038; Programmatic Display<\/li>\n<li>Copywriting with regional adaptation (dialectal expressions and local slang).<\/li>\n<li>Design and production of advertising creatives for a national campaign.<\/li>\n<li>Consumer behavior analysis and ROI reporting.<\/li>\n<\/ul>\n<p>[\/uncode_list][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;628473&#8243;][vc_column width=&#8221;1\/2&#8243;][vc_custom_heading uncode_shortcode_id=&#8221;187114&#8243;]The team[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;820243&#8243;][vc_column_text uncode_shortcode_id=&#8221;621709&#8243;]<strong>Account manager<\/strong>: Natalia Kirilova<br \/>\n<strong>Copywriting<\/strong>: Lora Traykova<br \/>\n<strong>Digital advertising<\/strong>: Natalia Kirilova<br \/>\n<strong>Design<\/strong>: Kristian Georgiev[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;193780&#8243;][vc_gallery el_id=&#8221;gallery-748082&#8243; gutter_size=&#8221;3&#8243; 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