Case: Qualiko MHP Agrar

Qualiko wanted to establish itself as a quality brand in the professional foodservice market across Western and Central Europe. Uhura combined brand building and lead generation in a scalable campaign strategy.

Qualiko is an international poultry brand founded in 2011 and owned by the Ukrainian agricultural group MHP. MHP is one of Europe’s largest poultry producers and distributes its products across numerous international markets. Qualiko is particularly well established in Eastern Europe and the MENA region. Within the professional foodservice and HoReCa sector, the brand targets chefs, hospitality businesses, wholesalers and other professional buyers.

  • Brand Design & Identity
  • Transformation Strategy
  • Branded Content Strategy
  • Experience Design
  • Creative Strategy
  • Employer Branding
  • Brand Story

The special sauce

Alongside the initial awareness and lead-generation campaigns, we developed a scalable digital ecosystem as the foundation for long-term brand communication. The framework enables Qualiko to launch new product campaigns, trade fair activities and market entries quickly, consistently and across multiple channels.

Challenge

While Qualiko was already successful in several Eastern European and international markets, brand awareness in the targeted Western and Central European markets remained low. At the same time, MHP aimed to increase B2B sales within the professional HoReCa sector and position Qualiko as a reliable quality brand. The communication therefore needed to build long-term brand awareness while also generating relevant contacts and leads for the sales team in the short term. It also had to communicate the product benefits clearly and distinctively within a highly competitive market.

Solution

We developed a communication strategy that closely connected awareness and lead-generation activities. The central insight was that greater mental availability of the brand would provide the foundation for stronger B2B sales performance. The positioning focused on the benefits that matter most to professional kitchens: high product quality, relevant certifications, reliability and innovative product design.

Under the guiding idea “By Chefs, for Chefs”, we created clear and accessible communication tailored to the needs of professional users. Fresh campaign visuals presented the products and their benefits in a concise and attention-grabbing way. Data-driven social media marketing and continuous media optimisation ensured that the content reached relevant B2B audiences. A white paper on kitchen efficiency complemented the campaign as a lead magnet, converting reach and website traffic into qualified contacts.

The digital framework developed alongside the campaign provides the foundation for efficiently expanding the communication to additional products, markets and campaign opportunities.

Results

  • 4 €

    CPM Brand Impressions

  • 120 %

    better MQL Lead conversion

  • 73 %

    higher CTR

B2B Marketing Cases