KESKO FOOD LTD PRESS RELEASE 01.9.2011 AT 12.00
For years, customers have appreciated the high quality, safety and constantly low prices of Pirkka products. The quality of Pirkka products is assured by the internationally recognised Pirkka Product Research unit and they are available at K-food stores throughout Finland. The 25th anniversary year culminates in September when Pirkka launches a campaign, titled 'Let's eat together', encouraging all Finns to eat together with their families or friends. A completely new kind of web service - Pirkka Idea Corner - is also launched on 1 September for customers to suggest their own ideas and make wishes concerning the Pirkka range. The web service will generate dialogue with customers and the best ideas will be used to develop the Pirkka range.
For 25 years, the Pirkka range has been part of the food experiences shared by Finns and the 25th anniversary of the product range will culminate in the 'Let's eat together' campaign, by which Pirkka invites all Finns to make the world record in eating together on Saturday, 10 September 2011. You can join in the world record attempt at www.pirkka.fi (http://www.pirkka.fi/). By the end of August, the campaign had already encouraged more than 12,000 Finns to join in and the number keeps growing all the time.
The new web service allows customers to suggest ideas and make product wishes for the Pirkka range
The Pirkka Idea Corner is a new service launched on the Pirkka.fi site on 1 September, where customers can present ideas and wishes concerning the Pirkka product range. Customers can also make their wishes concerning recipes from the Pirkka test kitchen or give story hints for Pirkka, the K-Group's customer loyalty magazine. It is also possible for customers to choose and vote for the best ideas in the Pirkka Idea Corner.
"We'll make use of the best ideas in the product development of the range. We are constantly developing new ways and services to promote dialogue with our customers and Pirkka fans and listen to their ideas and wishes. The Idea Corner is a site where our customers have a chance to influence and shape Pirkka to suit themselves," says Juha Andelin, who is responsible for the development of the Pirkka product range in Kesko Food.
Further information:
You can visit the Pirkka Idea Corner at www.pirkka.fi/ideanurkka (https://kowa.kesko.fi/owa/redir.aspx?C=d82c3c9fc8e548feaddb0fab7a405e6d&URL=http%3a%2f%2fwww.pirkka.fi%2fideanurkka) (in Finnish).
Kukka Eerola, Communications Manager, Kesko Food Ltd, tel. +358 10 53 22563
Kesko (www.kesko.fi (file:///C:/Documents%20and%20Settings/utoslhar/Local%20Settings/Temporary%20Internet%20Files/Content.Outlook/HO8D9ZW7/www.kesko.fi)) is a retail specialist whose stores offer quality to the daily lives of consumers. Kesko has about 2,000 stores engaged in chain operations in the Nordic and Baltic countries, Russia, and Belarus.
Background information on Pirkka products:
The journey of the Pirkka range from a product brand to a branded product and a winning brand
Studies show that customers particularly appreciate the excellent quality, low prices and the diversified selection of Pirkka products. Their reliability is based on extensive product development, research and testing. The quality is ensured by the Pirkka Product Research unit, which analyses all new Pirkka products carefully. The laboratory has the highly valued international ISO 17025 accreditation.
The Pirkka range comprises over 2,000 products, including some 50 organic foods, over 30 Fairtrade products and over 70 products with the Swan Label. One of the first products, Pirkka crisp bread, was introduced to customers in May 1986. Sales of Pirkka products increased by 38.9% (VAT 0%) in January-June 2011. They are available from K-food stores only. Over the years, several Pirkka products have been awarded as the Star Products of the Year, the Organic Products of the Year and with several honourable mentions, for example.
Finnish consumers value the Pirkka brand and the brand is also well liked by young consumers. In the nationwide youth survey, conducted in spring 2011 by 15/30 Research, Pirkka was again very successful. When the favourite brand or company of the young was inquired by posing open questions, Pirkka was in the first place together with Valio. Pirkka was also ranked on top when respondents were asked which company or brand they have recommended or could recommend.
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Source: Kesko Oyj via Thomson Reuters ONE
