OREANDA-NEWS. May 18, 2012. DIXY Group, one of Russia's leading retailers of food and everyday products, has announced the launch of an advertising campaign to mark the opening of its thousandth "neighborhood store" DIXY.

In the course of its dynamic development and expansion, DIXY has substantially accelerated new store openings over the past year, and practically doubled the number of its retail locations as a result. In the run-up to the opening of its one-thousandth location, on 15 May DIXY will launch a large-scale advertising & promotion campaign based on its positioning: "Simply. Nearby. Neighborly".

Every DIXY location will be suitably festive, and customers will get special weekly offers on dozens of products at up to 50% discount. The advertising campaign is slated to air on Russian television channels both nationwide (1st Channel, Rossiya, NTV, TVC, REN TV) and local and to be on radio stations and billboards. The TV ads developed in partnership with the agency Saatchi&Saatchi humorously relate how DIXY always enjoys having good neighbors over. Each of the three different clips is apt get a reaction from as wide an audience as possible.

Danny Perekalsky, DIXY Group marketing director, explained:

"For us, the opening of our thousandth store is a special occasion, and one that we'd like to celebrate together with our customers. We are pleased to mark this occasion by offering our neighbors goods at substantial discount and in a festive atmosphere."