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“Grandma podgon”: “youth” advertising Yakut bakery

The photo session with the production of Nemyugun bakery became famous in social networks. But the company has nothing to do with it.

On March 7, Twitter accounts and Instagram appeared accounts under the name “Grandma Things”, which advertised products of the Nemyugyun bakery (Yakutia) with the help of “fashionable” grandmothers. At the photo shoot the women posed in bright clothes, as well as with company loaves, rolls and donuts.

Over the course of a day, the campaign shots spread across social networks and were in the top of Picaba. But in fact, advertising is in no way connected with the Yakut plant – its production was chosen by the agency “Trick” for its idea.

The head of the agency, Zhanna Pavlova, told the SakhaDay publication that the bakery was chosen “randomly” for its first case study. The company did not participate in the photo shoot and did not even know about the idea. “They were chosen because I was convinced of the quality of their products. Well, I wanted to create an advertisement that is not enough in Yakutsk, ”Pavlova noted.

Pavlova with one of the heroines of the photo shoot. Photo by SakhaDay
Pavlova with one of the heroines of the photo shoot. Photo by SakhaDay

The slogan of the Nemyugyun bakery: “Delicious, like a grandmother.” It is because of this that the agency chose such models, Pavlova explained. The girl stressed: “Our project has a social orientation, because we worked with the Republican orphanage for the elderly and disabled, and with the private pension Happiness.”

Photo SakhaDay
Photo SakhaDay
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