The unique selling point of Bakoma's plain yoghurt was its thickness. We also knew that using yoghurt instead of cream/mayo was the key trend in the industry. Competitive plain yoghurts were quite liquid so food wasn't looking so great. So here we go... we underlined product's features on the pack (thickness) and advertised the idea of using it in your kitchen via TV and online. Great uplifts in sales. The company has been constantly following this "kitchen strategy" since 2012.