Farovon
Image campaign
for Farovon
Image campaign for Farovon - the national leader in essential food production, uniting the brand under a single idea and increasing its recognition on a nationwide scale
We encountered a fairly common problem. Farovon is a major player in the essential food market and a national leader in production, but the brand is only recognized among those who already consume its products. Our challenge was to take Farovon to the next level: to build brand awareness on a national scale, making it well-known and desirable.
- We created and launched an image advertising campaign with two phases: "Farovon, the National Giant" and "Farovon, Local." The campaign was supported by media advertising
- We engaged food bloggers, culinary publications, and communities to help convey the advantages of the products to their audiences
- The campaign provided a powerful boost and seamlessly integrated into the company’s future advertising activities
Part I
Tajikistan has 9,504,376 residents, each of whom has, at least once, tasted a dish made with Farovon products. Samsa, manty, traditional tandir bread, or plov - in every third national dish, our flour, oil, or eggs are used. Yet, few realize this, and even fewer are aware of it.
"19 Years Together at the Same Table" - this was the core message of the first wave of the advertising campaign. We proudly spoke about our scale, leadership, and the fact that we have always been there. This message was also echoed in our SMM publications, where we shared stories about major celebrations, national dishes, and traditions that Farovon helps uphold.
Each post highlighted the achievements and advantages of Farovon.
In the first post, we showcased the scale of the company, detailing 17 years of growth, numerous factories and production facilities, and the dedicated team that has been ensuring high-quality products for 19 years. In the second post, we focused on Farovon’s products, explaining the technologies used in production and emphasizing why our products are the best. Finally, we demonstrated the scale of production, calculating how much food has been produced over 19 years and translating it into national dishes to make the impact more tangible.
We also created a landing page with vibrant illustrations in the traditional colors of Tajikistan, designed to tell the story of Farovon's 19-year journey in a warm and friendly manner.
Thanks to strong media support, which highlighted the audience’s 19-year shared experience with the company, users were naturally guided to this image-driven page, reinforcing brand recognition and loyalty.
Part II
We don’t know the exact number of chefs and homemakers in Tajikistan who use Farovon products daily, but we do know one thing for sure - they all share a love for high-quality, reliable ingredients that make their dishes special and beloved.
We dove deep into what truly matters for any brand - the emotions and experiences that people associate with Farovon products. We spoke with countless individuals, listened to their stories, and selected three that best reflect the essence of the brand. These stories illustrate why Farovon has become an inseparable part of their lives.They became the foundation for our campaign slogan: "The Well-being of Every Home."This slogan speaks to the everyday lives of ordinary people, whose stories often remain behind the scenes.
It reflects consumers' genuine love for the brand’s products and what makes them choose Farovon. And despite the company’s large scale, at its core, Farovon remains focused on the end consumer and their well-being.
To reach as many people as possible and strengthen the brand’s position, we launched advertising campaigns on Facebook, Instagram, and Google Display Network. We targeted both B2B and B2C audiences, segmenting them by interests and geography. The primary focus was on residents of major cities, ensuring maximum reach for each segment. Below, we showcase several Google Display Network banners (formats were presented in the previous Farovon case study).
After the large-scale image campaign, we engaged local opinion leaders to strengthen trust in the brand. Through collaborations with bloggers and industry experts who regularly share valuable and engaging content, we showcased Farovon’s product quality in action - through voices the audience already trusts. This approach helped enhance credibility and bring the brand closer to consumers.
We helped Tajikistan’s largest company get closer to people - not just through its products, but through its heart!
