On November 17, 2014, Cherkizovo Group launched its first-ever social marketing action. As part of the “Petelinka. Help Children!” programme, Cherkizovo Group undertook the obligation to donate to the United Way charitable fund one rouble from each package of Petelinka products sold. The money collected will be given to orphanages in the seven regions where the company is present (Moscow, Bryansk, Voronezh, Kursk, Lipetsk, Penza, and Tula Regions). The action will continue until the end of December 2014. Petelinka products in special promotional packaging have already reached store shelves in Russia.
“We want our charitable assistance to be as targeted and transparent as possible,” said Cherkizovo Group CFO Ludmila Mikhailova. “This is why we’re aiming to support children’s institutions in regions where our poultry farms operate. We don’t just create jobs and pay taxes. As a socially responsible company, we help people who need it, and the involvement of the United Way, which has a good reputation and substantial experience in carrying out charitable projects, will make it possible to guarantee the complete transparency of the expenditure of the funds.”
In order to make the effort as targeted as possible, Cherkizovo Group representatives personally visited more than ten children’s institutions and worked with their directors to determine the orphanages’ most pressing needs: current repairs, athletic equipment, children’s clothing. Customers who purchase Petelinka products will be able to use technology to find out where the money is going: after sending an SMS containing the code on the package, the customer will receive a link to a video featuring children from the orphanages. At the end of the action, Cherkizovo Group plans to issue a complete report on the funds receipt and distribution.
About the PETELINKA Brand
PETELINKA is the leading brand in the chilled poultry meat segment on the Moscow market. It is a price leader in the super-plus segment and is sold by almost all federal and local retailers.
Products are produced ecologically in the Moscow region with minimum travel required for distribution “from farm to fork,” which is why they are always fresh and tasty. Over the last ten years, Petelinka has established a reputation for guaranteed quality. Cherkizovo Group unveiled the new Petelinka logo in November 2012. Petelinka’s updated slogan is “Gentle chicken in careful hands.”