Media Strategy Delivering Nearly 10M Reach and a Stronger Brand Presence

Despite being one of the market leaders in Ukraine’s fast-food sector, Döner Market faced a significant brand recall challenge in 2024. A survey showed that while physical locations were widely recognized, only 43% of respondents recalled the brand by name, and 9% were unable to associate the locations with the Döner Market identity.

The challenge was to strengthen the connection between location, brand, and taste. To address this, we launched a media-led campaign to shift brand perception and increase recognition. In addition to outperforming all planned benchmarks, the campaign repositioned Döner Market as a trend-driven destination for high-quality fast food. This strategic pivot was further validated by the industry, earning a Bronze award at the 2024 IAB MIXX Awards.

Strategy & Objectives 

The core strategy was to position Döner Market not just as a fast-food chain, but as a go-to brand that feels familiar and relevant to its audience. Across visuals and messaging, it needed to move beyond taste and quality and feel fresh, modern, and emotionally engaging.

Campaign objectives:

• Marketing: increase brand awareness, refresh positioning and perception
• Business: drive foot traffic, support revenue growth across the chain
• Communication: reframe perceptions of street food from impulse fast food to a trusted, quality choice.

To achieve these objectives, we launched an omnichannel campaign with multiple formats and touchpoints.

Channels and Tools

In the fast-food category, communication typically focuses on discounts and speed. Döner Market chose a different path — becoming the brand of choice for people who value taste, both in food and in life.

Our focus was a young, digitally native audience, where brand perception is shaped through everyday interactions and visual culture.

Channel Selection Criteria

• Ability to reach the core target audience effectively
• High relevance and popularity among younger users
• Strong potential for emotional storytelling
• Reinforcement of visual consistency across brand touchpoints

Channels Used

Agency execution: 

• Digital advertising: DV360

Client activations:

• Social media: Instagram, Telegram
• Local events with digital support
• Döner Market Truck: branded mobile food truck
• Influencer marketing: collaborations with creators 

Implementation

The campaign combined original formats, strong symbolic visuals, and a new tone of voice.

Key elements:

• Lighthouse-shaped döner — distinctive brand symbol used across digital, store exteriors, packaging, and social media to stand out from competitors
• “Why us? Because we stay true to your taste.” — a short, youth-driven tagline that became the brand motto and scaled across all communication formats
• Döner Market Truck — a mobile food truck combining sales, brand experience, and communication at public and commercial events
• Children’s program — workshops in multiple cities that built loyalty among families and future customers
• Consistent identity integration — unified visuals across all touchpoints ensured strong brand recognition in crowded social feeds

Integrated communication made the brand relevant, modern, and distinctive.

Results

Thanks to an omnichannel approach, the campaign delivered across all key objectives

• Marketing: Reinforced Döner Market’s image as a modern, taste-driven brand
• Business: Drove foot traffic and supported revenue growth across physical locations
• Communication: Shifted perceptions of fast food by emphasizing quality and food safety

Key metrics:

• Digital campaign (DV360): 6.1M reach (vs 5.5M planned)
• Instagram influencers: 1.4M reach (vs 840K planned)
• Telegram: 125.5K reach (vs 123K planned)
• SMM activities: 2.0M reach (vs 1.29M planned)

Additional results:

• Döner Market Truck: over 21,000 transactions
• 50 store openings: supported by the updated communication format
• Children’s program: 34 workshops in 15 cities, engaging 500+ children

This campaign proved that successful fast-food repositioning is driven by a clear strategy, consistent communication, and emotionally driven creative.