Development of Communication Strategy for UPPETIT

UPPETIT is a federal network of ready-to-eat food stores representing the new generation of food retail. The company offers a wide range of tasty and affordable ready meals in takeaway format, as well as desserts and coffee.

In 2023, the company launched a service for entrepreneurs to transfer licensed production technologies and develop distribution under its own brand.

Communication agency 4D has developed an integrated media promotion strategy and social networks campaign.

RESULTS OF THE WORK:

• A detailed analysis of the Russian and international markets for ready-made food was conducted—industry participants, product consumers, and current trends were studied.
• The most common business models and strategies of market leaders have been identified, existing franchising proposals analyzed.
• The state of information channels of clients and competitors on social media was explored.
• Effective communication formats for interaction with target audiences have been developed, key positions for brand positioning formulated.
• Tools for successful media support of the project have been selected, and a map of key news events created.
• A step-by-step tactical action plan for promoting the brand through public relations communications has been drawn up, including topics for expert publications, special projects, and events.
• An algorithm for crisis reputation management has been established.
• Guidelines for working in corporate social networks (New Media) have been provided.
• Efficiency indicators (KPIs) have been established, universal templates of press materials have been prepared