Client case · Aviko

Aviko - One Brand, Many Markets: A Cross-Cultural Growth Strategy

Aviko is Europe’s largest producer of potato products for the out-of-home market and ranks among the five leading producers worldwide. Its products connect people, cultures and tastes at tables around the world.

Client:

Aviko
Expertise:

Intercultural Communication
Market:

Food & FMCG

Audience

Make cross-cultural comparisons
Approach

Co-create solutions together and bring Aviko marketers from different countries on board
Impact

Increase sales in CEE countries

The challenge

Balancing a centralized strategy with cultural differences

Aviko’s brand is Dutch at heart, but the company wanted to grow in other European markets. It needed a unified marketing strategy that used centralized assets efficiently while respecting cultural differences between markets.

?

How can Aviko use one marketing strategy across markets while accounting for cultural differences?

Our Approach

Using cross-cultural insights to shape a unified strategy

Compare markets consistently

We used our database of values and FMCG trends, together with our values-based segmentation. Because the questions are asked in the same manner across countries, Aviko could make reliable cross-cultural comparisons.
Identify similarities and differences

Our data showed where markets differed and, more importantly, where they were similar. This helped Aviko identify target segments, determine which communication and product elements could be used across markets, and establish where local adjustments were needed.
Co-create with country marketers

Glocalities helped us co-create solutions together and bring Aviko marketers from different countries on board by making sure everyone is heard, and everyone’s market’s peculiarities are taken into consideration, whilst also focusing on a centralised strategy.

The outcome

What the client gained

Clear target audiences

All country teams supported the selected target audiences and had a clear understanding of how to communicate with them.
Focused product and marketing decisions

The country teams gained clear direction on which new product developments to prioritize and how to use centralized marketing assets.
Continued use of Glocalities insights

Aviko has done several follow-up research including concept tests and market deep dives. They also have a subscription to the Glocalities Insights Platform which helps local marketers create insights based on the Glocalities database themselves throughout the year.

12–16%

Increase in sales across CEE markets

Aviko measured an increase in sales in CEE markets after the project.

After aligning target audiences, communication, product priorities and marketing assets across country teams, Aviko measured a sales increase of between 12% and 16%.

''

“After the project was completed, we measured an increase in sales in CEE countries between 12–16%.”

Ingeborg Blaauw

Global Brand Development Manager, Aviko

In short

From data to campaign decisions

By revealing what consumers across markets shared—and where meaningful cultural differences remained—we gave Aviko a scalable framework for balancing centralized efficiency with local relevance. The approach aligned country teams, sharpened marketing and product decisions, and led to further concept tests, market deep dives and continued use of the Glocalities Insights Platform.

Client evaluation

We also have a subscription to the Glocalities Insights Platform which helps local marketers create insights based on the Glocalities database themselves throughout the year.

Want to connect with audiences through shared values?

Discover how Glocalities can identify the values, motivations and communication preferences of your target audience.

Discuss your audience challenge

Explore our audience insights

GLOBAL INSIGHTS FOR GROWTH AT YOUR FINGERTIPS