The incredible global success of a Hungarian cheese brand

By: Trademagazin Date: 2024. 05. 13. 12:15

In Dubai, Beirut, Qatar and many other remote regions, we can find shelves full of quality Hungarian cheeses around the world. This is not a coincidence, as Kőröstej, which also produces the Hajdú cheese brand, sells more than 40,000 tons of them in more than 60 countries, from Sweden to New Zealand. The most popular in their offer are the well-known grilled cheeses in this country, the creamy white cheeses, the kashkaval popular in the Arab world, and the bulk and cream cheeses in all kinds of forms.

These successes were further enhanced by the fact that a marketing campaign promoting one of the biggest Hungarian food brands of all time, but carried out abroad, was carried out from September 2022 until the spring of 2024 with the help of a non-refundable grant received as part of the Brexit call, in the amount of about HUF 860 million. In the process, the Hajdú cheese brand was promoted in six Arab countries – Lebanon, Jordan, Saudi Arabia, the Emirates, Qatar and Oman. In addition to the marketing activities to be implemented as part of the expansion in the Middle East, 3.5 million forints were spent on relevant IT developments within the framework of the tender.

Kőröstej carried out the campaign of unusual size and complexity in this country with the cooperation of the Beirut subsidiary of the internationally known M&C SAATCHI MENA agency. This level of marketing activity is truly almost unprecedented in the history of Hungarian food brands, since – they implemented new product listings in six countries at the same time, placed display shelves and other sales promotion tools in hundreds of stores, conducted tastings, aired television commercials, and carried out promotions in cooperation with local retail chains. they also produced extremely spectacular appearances on outdoor media surfaces.