There are many different holidays in Russia, but it seems like there is one main gift that is given on every single one of them: chocolates, chocolates, chocolates. In Russia, traditionally more than 68% people choose chocolate for a gift, especially as a thankful gesture to teachers. So Teachers get swamped with chocolate boxes every autumn at the start of the school term, and with 1,225,000 teachers in Russia, that equates to a mountain of chocolates!
The unconventional ‘Hamcolates’ product was launched by Cherkizovo in Russia on Teacher’s Day, 5th October 2020. Serviceplan Russia devised the concept of Cherkizovo’s new Hamcolates product, creating a packaging design in the style of a box of chocolates, but this time the box contained ham instead of chocolate.
This assorted ham packaged in the style of a chocolate box was launched with a bang: just before Teacher’s Day, Serviceplan Russia seeded videos on social media representing Whats App chats of parents and teachers, which sparked a discussion about the not-so-sweet chocolates and created a social media buzz which people started sharing instantly.
Integrated advertisement created by Serviceplan, Russia for Cherkizovo, within the category: Food.
Chief Executive Officer: Olga Starichenko
Executive Creative Director: Evgenia Arabkina
Strategic Planning Director: Anastasia Boykova
Senior Account Manager: Sergey Martyshin
Senior Copywriter: Andrey Artyushin
Art Director: Ksenia Golovina
Junior Art Director: Anastasia Khizovets
Creative Designer: Alexander Pshikin
Junior Designer: Sergey Sedunov
Senior Interactive Designer: Maxim Kazantsev
Junior Interactive Designer: David Khandamov
International Communications Officer, Serviceplan Group: Lee Sharrock
Head of Communications & Content / Louder: Anastasia Gritskova
Client Group Director: Veronika Zakharova
Media Manager: Zarina Molova
Community Manager: Elena Koliubakina