ROST Group Launches the First Large-Scale Cucumber Brand Campaign in a Thousand Years of Cucumber History

From September 29 to October 31, a nationwide campaign for the Botanika brand will air across federal TV channels and digital platforms under the slogan “Refreshes. Crunches. Energizes.”

ROST Group, the market leader in protected-ground vegetables, is building on the success of its FLAMENCO tomato brand by reshaping consumer habits once again—this time by introducing Russia’s first premium cucumber brand, Botanika. Starting September 29, the cucumber category will see its very first large-scale advertising campaign—one set to redefine the standards of the market.

The campaign’s goal is to remind consumers why they love cucumbers in the first place and to position Botanika as the benchmark of cucumber perfection. ultimate freshness, satisfying crunch, and that ideal, unmistakable flavor.

Not only does the slogan “Refreshes. Crunches. Energizes.” highlight the product’s outstanding qualities but it also promotes an active and positive lifestyle.

At the heart of the campaign is the brand’s charismatic ambassador—the “Crunchmeister.” He’s a bold, confident, eccentric young man who knows everything about cucumbers—and more. He literally “lives by the cucumber,” drawing energy from it and never forgetting to enjoy the crisp bite of his favorite Botanika cucumbers. His image is designed to cut through the advertising noise and stick in consumers’ minds.

The campaign will roll out in two phases:
Television: Rotation across all major national TV channels.
Digital: Targeted placements on relevant online platforms nationwide, reaching both younger and family audiences.

“Our company continues to invest in brand building and the culture of fresh, high-quality vegetable consumption in Russia. Botanika cucumbers are in a class of their own. They’re grown at our greenhouse plants certified by Roskachestvo-Organic, and every package carries the 'Green Standard' label, confirming both safety and sustainability.

Botanika cucumbers deliver a crisp, juicy texture, a refreshing sweetness, and a fresh aroma. Their ideal size makes them versatile—perfect for salads or simply enjoying their pure, crunchy flavor. We’re confident Botanika will set a new benchmark for what fresh, flavorful cucumbers should be and become the go-to choice for even the most discerning consumers,” says Yulia Figura, Brand Marketing Manager at ROST Group.