The Flamenco brand of true red tomatoes that has transformed the perception of tomatoes in Russia, has been included in the book: 50 Cases That Changed Marketing dedicated to the 10th anniversary of E+ Awards.
In 2021, the ROST Group, the leader of the Russian greenhouse vegetable market, successfully launched the Flamenco plum-shaped tomato brand that has become the trendsetter in the fruit and vegetables category in just three years. This variety is exclusive for Russia and is characterized by an increased content of the natural powerful antioxidant lycopene and intense flavor.
Right from the start, the brand has decided on eye-catching and emotional communication non-typical for the category and the market in general, refused in its advertising from traditional images of farmers and family dinners, while the product message: Flamenco: a spectacle of flavor and color, has attracted the attention of the audience and helped revolutionize the perception of greenhouse vegetables. Thus, the brand has succeeded in conveying the key information about advantages of the product to the consumer.
Intense red color and strong flavor, naturality of the Flamenco tomatoes along with the innovative approach towards promotion have helped the brand considerably increase its market share and sales volumes and become the leader in terms of such parameters as unprompted awareness, purchase volume and loyalty. Flamenco has become the consumer's best fresh tomato choice.
The book named 50 Cases That Changed Marketing of E+ Awards* was published in February 2025 by the Alpina PRO publishing house.
