Bringing a Landmark From the Past to the Future PDF
Kaufland Bulgaria acquired the Central Market Hall, an emblematic building in the Bulgarian capital. This launched negative public reactions about turning it into a hypermarket by a foreign retailer. APRA BCG was asked to help manage the crisis and the reputational risk. The agency set the objective to change the tone of the public discussion and to focus it on the importance of the project for bringing the Market from the past into the future. The campaign was carefully targeted and executed; the public perception changed, and the project was positively accepted which allowed Kaufland to begin the renovation.