New life for Campomos

In recent years, Atria has made significant investments in the Moscow-based meat-processing company Campomos. Its aim is to renew the brand, develop the business and improve profitability.

Atria acquired the Moscow-based meat-processor Campomos in October 2008. During the 1990s, the company was Moscow’s third largest producer of meat products. However, over the last four years its production volumes have fallen and it has shown major losses.

 “When we bought the plant we were well aware that we needed to renew the brand and develop the product range,” explains Juha Ruohola, Executive Vice President of Atria Russia.
 “Atria has already made major changes to the Campomos recipes, product range, labelling, packaging and communications. The quality improvements include new taste experiences and an increase in the proportion of meat in the products.”

 The renewal of the brand has been supported by Atria Russia’s largest marketing campaign to date. Atria has invested more than one million euros in advertising, not only on television and in newspapers, but also on the streets of the city and in public transport. The aim of renewing the brand is to repeat the success of the Pit-Product brand, which was renewed in 2007. Pit-Product is currently the market leader in the country’s second largest city St. Petersburg with a market share of 27 percent. In Moscow, Campomos is in 18th place with only around 4 percent of the market.

 “The situation in Moscow is not satisfactory,” says Juha Ruohola. “We are aiming for organic growth and the renewal of the brand will play a central role in this respect.” Atria Russia has already succeeding in bucking the negative economic trend. The plant in Moscow is currently producing some 1,000 tonnes of meat products per month.