Client

KWS Ukraine is one of the leading international producers of seeds and breeding solutions for the agricultural sector. The company actively supports the development of Ukrainian agriculture and implements initiatives aimed at promoting agricultural culture, food security, and the consumption of local products. Through the Zhytnia Kraina initiative, KWS aimed to highlight the role of rye in Ukrainian culture and revive consumer interest in rye- based products.

Challenge 
Despite rye’s important role in Ukrainian culture and food traditions, consumer interest in rye products had been gradually declining. The key challenge was to bring rye back into public discourse, increase interest in local products, and engage broad audiences in rethinking the role of rye-based products in modern nutrition.

Strategy

A comprehensive 360° communication campaign featuring Yevhen Klopotenko, integrating PR, influencer marketing, Google Ads, Facebook & Instagram Ads, YouTube, radio, and outdoor advertising.

ГGeo & Audience 
Ukraine (excluding temporarily occupied territories). Farmers, grain producers and processors, young mothers, healthy lifestyle advocates, family audiences, and consumers aged 25–55.

Impact

The campaign successfully brought rye back into public and consumer discourse, making the topic of local products more visible to wider audiences. Integrated communication increased interest in rye-based products and helped shape a modern perception of rye as an important part of Ukrainian gastronomic culture.

Result
  • 1.39M reach via Google Ads 
  • 1.03M radio listeners reached 
  • 5.49M advertising contacts 
  • 10+ publications in top-tier media