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In the fall of 2021, the "Goryachaya shtuchka" celebrates its first anniversary – for 10 years now, the brand has not only been producing delicious, bright, "revolutionized" products, but also helps consumers feel every moment of life, be an active participant in it and not miss the impression. On his birthday, the brand has prepared a large-scale project # 10letkachaemyarko together with one of the brightest and most popular Russian performers – Timati. The *"Goryachaya shtuchka" has been cooperating with the artist for several years – before that, the brand was integrated into a number of clips with Timati's participation:"Chilling", El Problema, "Havchik", etc.
As part of a joint project, Timati not only became the brand ambassador – namely, his image is posted on all promotional packages of the Goryachaya shtuchka products, but also launches his own challenge on Instagram #10letkachaemyarko for buyers of the Goryachaya shtuchka products. Timati and the Goryachaya shtuchka have prepared an exclusive video track, which is posted on the artist's official Instagram page. Anyone can make a bright parody-"revolutionizing" this clip. The most creative participants of the challenge will get into the stories of the artist's Instagram account, and the winner will receive a super prize - shooting in a music video with Timati.
Also, from October 10, 2021, the national campaign #10letkachaemyarko starts: by purchasing the products of the Goryachaya shtuchka brand in promo packaging and registering receipts on the 10леткачаемярко.рф website, buyers can take part in the drawing of a huge number of prizes and gifts from the brand. Daily cash prizes in the amount of 1,000 rubles and 4,000 rubles are raffled off. Weekly - exclusive pajamas of the "Goryachaya shtuchka" brand, as well as cash prizes in the amount of 10,000 rubles, 25,000 rubles, 50,000 rubles. Every month, participants have the opportunity to win two main prizes of 500,000 rubles each. The total prize fund is 3,000,000 rubles. The action takes place throughout the territory of the Russian Federation and will last until December 5, 2021.
Project #10letkachaemyarko" is not just a promotional campaign. This is a "revolutionized" project of an all-Russian scale, allowing customers not only to win cash prizes and gifts from our brand, but also to get bright, unforgettable emotions from participating in a creative challenge and realize a dream - to appear in the music video with Timati."
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products".[1] The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.***
The Goryachaya Shtuchka is a founding brand of an absolutely new category for the Russian market – hot meat snacks. The Goryachaya Shtuchka is the №1 brand in Russia of frozen fully cooked (finished products),"Bulmeni" dumplings of the brand Goryachaya Shtuchka occupy the first place in sales on the market of frozen semi-finished products in Russia.[2][3] The brand's assortment includes products created as a result of "revolutionizing" of familiar dishes: "Chebupeli", "Bulmeni", "Supermen", "Chebupizza", "Kruggetsy", "Hotstery", "Belmeshi", etc.
[1] For the period from 01.01.2020 to 31.12.2020, in terms of the volume of purchases by households in Russia. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[1] For the periods of 01.01.2019 to 31.12.2019 in terms of the volume of purchases by households in Russia of frozen fully cooked products on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 20 households in Russia.
[1] For the period of 01.06.2019 to 31.05.2020, in terms of the volume of purchases by households in Russia of frozen semi-cooked food on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 10,000 households in Russia.
The Starodvor'ye brand has been moving towards this status for many years, producing truly high-quality folk products, awarded with various awards: "100 Best Goods of Russia", "Prodexpo", etc. What is important is that despite its tradition, “Starodvor'ye” does not stand still and actively develops new directions, finding fresh readings of village recipes and cooking methods and recreating them in modern production. In addition, the brand has been actively present in the media space for many years: if you collect the commercials released for all the time, you will get a full TV series "Starodvor'ye".
Such complex work does not go unnoticed by customers: according to sociological surveys, 73% of respondents know the designation of the "Starodvor'ye", and every second respondent has bought or tried the brand's products[2].
Such popularity often inspires some unscrupulous manufacturers to think about imitating or copying the products of Abi brands, including the “Starodvor'ye”. And we use all legal means to stop such attempts, thereby protecting our intellectual property. And getting another brand of Abi company the status of a "well-known trademark" will certainly help us in this, acting as a guarantor of maximum protection."
The invariable slogan of the Starodvor'ye brand is “Starodvor’ye” – ours, genuinely. The use of unique village secrets and cooking techniques in modern production makes the Starodvor'ye products not only truly delicious, but also allows you to recreate forgotten traditions and unique formats.
The brand "Starodvor'ye" produces the sausage product line "Dugushka" of unique curved shape and "Bavarushka", "Medvezh’ye ushko" dumplings , as well as a wide range of cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages and dumplings.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[3]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
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The Starodvor'ye— is the embodiment of all the best and real that an urban dweller is looking for in the village. In modern production, we produce high-quality and delicious products with love and care, while preserving traditional time-tested recipes. The use of unique village secrets and cooking techniques in modern production makes the Starodvor'ye brand products not only truly delicious, but also allows you to recreate forgotten traditions and unique formats. The brand "Starodvor'ye" produces the sausage product line "Dugushka" of unique curved shape and "Bavarushka", "Medvezh’ye ushko" dumplings, as well as a wide range of cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages and dumplings.
cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages of the Starodvory'e brand became one of the top three in terms of the share of buyers in 3 months in large cities of Russia[4]. The brand's products have repeatedly become Winners and Award Winners of the "100 Best Goods of Russia" award, who won medals and diplomas in prestigious competitions and exhibitions such as Prodexpo, IFFA, World Food, Meat Product, Dairy and Meat Industry and Peterfood.
[1] With respect to goods of the 29th class of the MKTU (International Classification of Goods and Services) "sausage products".
[2] Sociological survey of the WCIOM (Russian Public Opinion Research Center) Foundation "The level of prominence of the designation of the "Starodvor'ye", December 2020. The general population: residents of 37 cities of the Russian Federation with a population of 500 thousand people or more, aged 18 years and older, personally buying sausage 1 time a month and more often. Quota sample: quotas were carried out in accordance with the socio-demographic data of residents of cities of the Russian Federation with a population of 500 thousand people buying sausage products, 1500 people.
[3] For the periods from 01.01.2020 to 31.12.2020 and from 01.01.2019 to 31.21.2019, in terms of volume of purchases by households in Russia. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[4] The data are presented by the independent research agency Ipsos Comcon on the basis of a regular study "RosIndex-2021/I quarter" conducted in more than 40 cities of Russia with the participation of 1,557 sausage consumers (with a frequency of 2 times a month and more often) aged 16+ years. The study was conducted using an online survey method, the sample represents the population of cities numbering 100+ thousand inhabitants).
Popular Russian artists - Egor Kreed, Timati, Guf, The Limba, blago white, OG Buda, SODA LUV - took part in the recording of the new track and video of GeeGun "Chilling". The audio track itself, released online at the end of July, has already managed to become a hit this summer and enter the TOP of various music charts in the country. The participation of the "Goryachaya Shtuchka" in the new video of GeeGun, one of the most hyped Russian rap artists, is an opportunity to attract a new audience by demonstrating the emotional connection of the brand's products with bright, memorable moments of life. And if in the past integrations in the videos of popular Russian performers, the Goryachaya Shtuchka brand was represented by its flagship products, this time the brand went even further. In the video, rapper Timati wears unique branded pajamas with stylized images of all the most popular products of the brand: "Chebupeli", "Bulmeni", "Chebupizza", etc.
In the autumn of this year, the Goryachaya Shtuchka celebrates its tenth anniversary, which we will certainly celebrate loudly and vividly with our customers all over Russia. Therefore, now, in the last month of summer, it's time to stay a little longer "Chilling", and in the fall to celebrate with us the birthday of the Goryachaya Shtuchka brand".
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The Goryachaya Shtuchka is a founding brand of an absolutely new category for the Russian market – hot meat snacks. The Goryachaya Shtuchka is the №1 brand in Russia of frozen fully cooked (finished products)[2],"Bulmeni" dumplings of the brand Goryachaya Shtuchka occupy the first place in sales on the market of frozen semi-finished products in Russia[3]. The brand's assortment includes products created as a result of "revolutionizing" of familiar dishes: "Chebupeli", "Bulmeni", "Supermen", "Chebupizza", "Kruggetsy", "Hotstery", "Belmeshi", etc.
[1] For the period of 01.06.2019 to 31.05.2020, in terms of the volume of purchases by households in Russia of frozen semi-cooked food on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 10,000 households in Russia.
[3]For the periods of 01.01.2019 to 31.12.2019 in terms of the volume of purchases by households in Russia of frozen fully cooked products on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 20 households in Russia.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products". The structure of the company includes three modern factories, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot and the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[1]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
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The Vyazanka brand helps mothers take care of their loved ones, gather them at one table and delight them with what they especially love. The assortment of the Vyazanka brand ncludes a variety of products created according to classic recipes with special attention to quality: sausages, ham, cooked sausages, nuggets, etc
.The Vyazanka is the first well-known brand in Russia in the category of sausage products. For several years, the Vyazanka has been the №1 brand chosen by moms with children among all cooked sausage producers in Russia.[2]. The Vyazanka is a National Award Winner of “2020 Product of The Year” in the nomination “For Customer Care and Natural Ingredients.” In 2017 and 2019, the Vyazanka brand was recognized by consumers as the “№1 Brand in Russia” in the “Meat Gastronomy” category. The young brand is the holder of the highest awards of prestigious competitions: “100 Best Goods of Russia,” IFFA, “Prodexpo”, etc. More details on: https://vyazanka.ru /
[1] For the period from 01.01.2020 to 31.12.2020, by the volume of purchases by households of the Russian Federation. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[2] Data provided by Ipsos Comcon (Russia) on the basis of a regular study "Russian Index of Target Groups" 2020/4 wave.
Tatiana Trifonova, General Director of Abi:
«“I am grateful for the trust placed in me. It is a great honor and responsibility to lead Abi - the industry leader in all categories of its presence. Strong brands, quality products, and a team of professionals allow me to say with confidence that we will be able to further strengthen the company's position in the market by implementing complex and ambitious tasks. "».
Denis Martasov, Director of Marketing Department, Abi: “The "Goryachaya Shtuchka" brand has won the prestigious Best Brands marketing award for the third time. Perhaps this is already a good tradition for us. We are honored to be the best in the challenging year of 2020. Indeed, since the last award, the world around has changed, consumer preferences have changed. And it costs a lot to understand that our consumers have remained true to their choice. In addition, this year "Goryachaya Shtuchka" brand is celebrating its tenth anniversary, so the next Best Brands award is, one might say, a gift to us from our consumers. "
[3] Between the periods of 01.06.2019 to 31.05.2020, in terms of the volume of purchases by households in Russia of frozen semi-cooked food on the market. According to the consumer panel of GFK-Rus LLC (OGRN 1027739386949), the sample size is 10,000 households in Russia.