Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

Operating under these conditions, the brand continuously seeks ways to strengthen its position. 2023 became a turning point: in order to defend leadership, media investments surged to an unprecedented +174% versus pre‑war 2021. In 2024, the team faced the need for a fundamental shift in approach — further scaling media investments to drive sales growth was no longer viable without sacrificing margins.

In complex situations like this, creative thinking is essential. And the strongest creativity is built on clear formulas. That is why the “Apetytna” team, together with Publicis Groupe Data Science, turned to one of the most powerful data‑driven tools — econometrics.

Historical data on sales performance and media support for “Apetytna” formed the foundation of an econometric model. It delivered a clear and objective picture of reality: overinvestment in certain channels, underutilisation of others, and concrete opportunities to maximise overall media effectiveness.

Thanks to the engagement and agility of the “Apetytna” brand team, the learnings were implemented immediately. Total media investments remained at the same level, but underwent significant reallocation: budgets in radio and outdoor advertising — channels with lower ROAS — were reduced, while resources were shifted towards digital channels (YouTube, influencers, display, IPTV), Smart TV, and PR. Because every hryvnia must work towards tangible business impact.

And it did.

Results

• +38.7% sales value growth during the summer season
• +3 percentage points increase in market share (volume) during the summer season
• +37% growth in real media ROAS
• 60% market share in the marinated chicken category

The results speak for themselves: leadership remains unquestionable, and a data‑driven approach proves to be the key enabler of sustainable business growth — here and now.