OREANDA-NEWS. September 15, 2011. Industry experts awarded first place to the June advertising campaign developed jointly by DIXY and Saatchi&Saatchi at the retail chain advertisement competition held during the highly-influential, 10th annual Retail Business Russia 2011 international summit.

The winning campaign featured DIXY's new motto "Simply. Nearby. Neighborly", which reflects its renewed emphasis on being an affordable neighborhood store. Self- deprecating humor and irony played no small part in DIXY's television and print ads, made successful thanks to the choice of television character Klara Zakharovna as lead, well-known from "her" starring role played by Pavel Kabanov in the hit comedy "33 Kvadratnykh Metra".

Each of the four TV ads forming the basis of the campaign clearly underscore DIXY's main selling points: the quality of the nationwide chain's products, the convenience of store locations, the best value-for- money for groceries without having to leave the neighborhood, and the wide selection meeting the daily needs of most shoppers. The ads demonstrate the simple yet close relationship between real neighbors, which in turn speaks directly to the core values of the DIXY brand - openness, simplicity, friendliness, honesty, and reliability.

The ads set themselves apart from those typical of Russian grocery-store chains in constituting the first image advertising campaign of its kind, one that fully reflects brand positioning, and not merely price specials.

DIXY's advertising campaign caused quite a stir when it went live, evoking heated discussion on internet social networks and forums, as well as within various professional communities.