Kaufland set foot in Antarctica
The main goal in the strategy for sustainable development of the largest retail chain Kaufland Bulgaria is the fight against climate change. The company realizes its responsibility to society and the environment and works to minimize pollution, improve resource efficiency, and invest in sustainable solutions for our planet. For the second consecutive year, Kaufland supports the Bulgarian Antarctic Institute, which is conducting studies at the South Pole in the search for solutions to address the negative impact on the climate. In 2023 Kaufland donated over 30 tons of food and non-food products to the Bulgarian Antarctic Expedition. The purpose of the donation is to ensure the needs of Bulgarian scientists and our research vessel’s crew during their journey and stay on the Ice Continent. With a long-term and well-planned communication strategy implemented by the V+O Communication agency, the company gave publicity to the scientists’ activities, explaining their achievements in accessible language, gave useful pieces of advice to reduce the negative footprint, and turned its millions of customers into supporters of the “green” causes. Kaufland has also strengthened its image as the green retailer of Bulgaria, which invests in science and education.The campaign received huge media coverage and the mix of different channels helped the messages to reach every Bulgarian citizen, with a focus on young people.