Myronivsky Hliboproduct (MHP)

TM “Lehko!”: Press Tours for Regional Media

Goals:

• Demonstrate a unique plant for manufacturing of convenience meat products to Ukrainian media
• Prove quality and safety of convenience food with the TM “Lehko!”
• Inform people in different Ukrainian regions about originality of the plant and products with the TM “Lehko!”

Tactics:

• Small groups of journalists to achieve higher effectiveness
• Press briefing with top management of the company and the plant
• Excursion through the plant from the closing stage to the raw materials stage
• Emphasizing on the vertical integration of the production, as a result – quality control on all stages
• Testing and non-formal communication with the speakers

Results (upshot of press tour #1):

• 13 from 15 journalists from different Ukrainian regions
• 11 printed + 4 Internet publications