Pelmeni are not just boiled dumplings consisting of unleavened dough and meat filling — they are fabulous meals in Russia. It was honor for us to revive people’s interest to them.
We developed a communication with the slogan “Recall pelmeni and spoon”. It was not just another footage about just another pelmeni brand. The pack well-known to the older generation was shown accompanied by the signature tune of Vremya, a Soviet TV news program. We put back the leader to its place of honor, and the legendary brand won all food chains.