We developed the new positioning “Ostankino Quality”, held a big tender for the rebranding of the company, created an integrated system of visual identity and designed a new line of packaging. In 2012, we launched a powerful communication “Daddy Can!” under the Ostankino umbrella. Our first TV commercial about father who made a sandwich for school showed that father is head of family, and Ostankino is master of meat. For a few months of its broadcasting, the footage literally became a meme. In total, the campaign “Daddy Can!” comprises nine video commercials, a new Ostankino website, and an idea of celebrating the Father Day every year, in June. So, what they have as a result was the sales growth up to a full utilization of production capacity, good standing in families and market leadership.