Balaton: attack!

BALATON ATTACK – this name does not designate a summer heavy metal festival, but an in-house initiative by Borsodi Brewery: those who do office work go out and do some field work. We joined Dr Ildikó Stefánkovits, the company’s legal and communications director in the ‘attack’ of 9 June. While driving to Siófok, she explained the essence of Balaton ATTACK to us: – We survey what our partners need to have a successful holiday season; we help them in displaying products, give them POP materials, etc. Regional manager József Kifer welcomes us in Siófok. He told Trade magazin that the holiday season at Lake Balaton was short – and was getting even shorter – so they needed to be very effective, to inspire and help their partners to increase sales as much as possible in those couple of weeks. We first went to La Riva, an elegant pizzeria that recently started a partnership programme with Borsodi; they intend to use the Stella brand for La Riva’s interior design. Our next stop is a small food store in a camp site at Aranypart.
Regional manager Csaba Tóth and regional representative Péter Tamás are in the middle of filling the store’s fridge with Borsodi products. They say that everything depends on fridges in these seasonal shops by the lake. Shoppers do not have time to look over all beer varieties, displaying decides everything – prices are of secondary importance. They also place a few football World Cup-related promotional posters and one about helping flood victims.