Calculate smart

“Calculate Smart” turned a looming reputation crisis into national leadership.When the Bulgarian government failed to launch a timely public information campaign ahead of the euro adoption scheduled for Jan. 2026, populist politicians began blaming retail chains for the inevitable price increases, deliberately targeting pensioners with fear-based messaging.V+O positioned Kaufland as a trusted partner to both institutions and consumers. As strategic partners, we engaged Bulgaria’s most prominent young mathematicians to credibly communicate a clear and reassuring message: prices remain the same, simply converted into euros at the official fixed exchange rate of the Bulgarian National Bank. Through strategic media engagement, high-profile appearances by the CFO at leading public forums, and targeted communication via Kaufland’s owned channels, the campaign reached over 80% of Bulgaria’s economically active population and more than 90% of pensioners nationwide.The campaign achieved extensive organic coverage across the most influential national and regional news, lifestyle, and business media, radio and TV.It generated 400 editorial pieces, including 10 television reports on the three most-watched national TVs and 2 front-page features in the country’s leading daily newspapers.The advertising value equivalent of the campaign amounted to €300,000.As a result, the public narrative around Kaufland shifted decisively from a perceived corporate villain to a trusted national partner.