Kaufland set foot on Antarctica

Kaufland Bulgaria, the country’s largest retail chain, engaged V+O Bulgaria to create a communication strategy positioning it as a leader in ESG within the Bulgarian market. V+O’s research identified the Bulgarian Antarctic Institute (BAI)—a key player in international climate change research—as a fitting partner, particularly as its state funding had been steadily declining. The creative concept proposed Kaufland becoming a strategic partner of BAI and its polar expeditions. Kaufland provided 30 tons of essential food and non-food supplies to support the Bulgarian ship’s journey to Antarctica and sustain the scientists during their five-month mission. V+O established long-term partnerships with leading national media, positioning Kaufland as a primary source of information and an unofficial press center for the expedition’s discoveries. This initiative not only addressed critical funding gaps for BAI but also underscored Kaufland’s innovative ESG vision and the premium quality of its products—reflecting its core business. Through a 360-degree communication campaign—leveraging Kaufland owned media, interactive exhibitions, and public engagement—the campaign reached 100% of Bulgaria’s population, secured over BGN 0,5 million in earned media, and increased consumer association with sustainability by 20%. It also contributed to a 10% rise in government funding for the Antarctic Institute. This initiative firmly positioned Kaufland as Bulgaria’s “green retailer”.