Quality, product innovation and integrated campaigns – PICK’s recipe for keeping consumers

By: Trademagazin editor Date: 2023. 10. 12. 11:16

The PICK brand needs no introduction in Hungary, and its core value is development based on quality and tradition – this is the reason why consumers love and trust PICK products, as almost two thirds of Hungarian households are buying the products of the 150-year-old PICK brand.

“Due to the not so good economic situation, consumer habits have changed significantly. This is a challenge for us too, but it is our job to show why it is worth staying loyal to us – or even becoming loyal to us – in a way that we don’t just win the wallets of consumers, but their hearts too”,

says Júlia Szokolai, head of marketing and strategy of Bonafarm’s meat division at PICK.

PICK’s brand, communications and product management team

The last three quarters of the year have been busy and full of challenges for PICK: the team’s task was to find solutions that demonstrate why it is worth choosing a premium brand even in today’s difficult economic conditions. In spring the new PICK Pickolino Roppanós Frankfurti were launched, including the Pickolino variant filled with lactose-free cheese.

“Research has showed that Pickolino is more of a family wiener, but there is also a demand for it in a different size and presentation for adults. Plus the lactose-free cheese filled version is an excellent example of combining tradition and innovation. We are constantly on the lookout for new consumption opportunities and sales channels, for example at the Fresh Corners of MOL service stations customers can now order hot dogs made with quality PICK grilled sausage”,

informs Péter Fejes, PICK group brand manager (Bonafarm Zrt.).

Besides rolling out new products, PICK has also come up with numerous attractive marketing and commercial offers this year:

“We have done a campaign in partnership with the Moholy-Nagy University of Art. In this PICK salami flavours were presented with a new approach by different graphic designs, which then appeared on custom canvas bags that were gift-wrapped with salami products. Seeing the difficult economic environment, in the rest of the year the focus will be on commercial solutions. We have added 11% more to certain sliced products as a gift several times during the year, and we have also developed new promotional multipack solutions – these ‘Double the Value’ packs contain two 400g Winter or Rákóczi salamis for a special price”,

explains Henriett Szabó-Spanyol, senior brand manager of the PICK brand.

This spring and summer, custom canvas bags were gift-wrapped with salami products

PICK hasn’t organised a nationwide prize draw since 2020, but this year there will be one where lucky winners can win 40 x 10,000 HUF/day, and the main prize will be 4 x HUF 1 million on an OTP debit card. (x)