MSL, Publicis Groupe Bulgaria

#PlusLuckheAtHome PR campaign during the pandemic for the end consumer

In 2020, people wanted empathy. People wanted their brands to act, sympathize, help, give valuable information, but they worried of their health because this pandemic was unseen before for many and the virus was everywhere. An adequate response was one way to do so.

Lukcheta is a loved brand. It is known (and chosen) for its great taste (59%), but also for its healing effect (45%), proven antimicrobial action (57%), according to Pragmatica’s brand research in 2019. And it was available everywhere because the retail stores remained open.

Our insight was that people wanted to support their immune system and they loved “Lukcheta” anyway. So, it was the time to link these two desires into one brand-consistent message, because only the companies with sustained brand communication will be perceived as honest in the long run and will gain market share, according to the same brand health analysis.

MSL Sofia created a strong short-term PR communication for Zaharni Zavodi and their market leader brand “Lukcheta” pastilles to remind people the brand is always there. PR campaign rolled out for one month and half in online and SM with influencer activation, helpful content in online lifestyle media and forum discussion with an expert.

Results showed 2 078 173 impressions in all media channels, 1 063 034 media reach which was double the KPIs (1M media impressions). The campaign was extremely successful despite all kind of challenges for people at home.