Video Case: Tasty Wow-Content as
a Business Boost for Wanted Vegan
Client
Wanted Vegan
Year
2025
Location
Ukraine
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What do you do when you have a strong product but lack a clear focus and your brand is “hanging in the air”? Can you sell deliciousness through a lens? Wanted Vegan approached Miks Digital with this challenge — and received not just a development direction or tasty wow-content, but a business boost that led to growth and new markets.
Over the past two years, the Miks Digital team has implemented more than 40 support projects for medium and large businesses, helping companies find new growth vectors, rethink their positioning, and scale. One such case was the collaboration with the Ukrainian producer of modern vegan products KR Ingredients and their brand Wanted Vegan, who approached us in 2024 with a request to update their communication strategy and repositioning: "we want the customer to know that our products are tasty."
The company had many ideas, a strong team, and a high-quality product, but at the same time — unstable positioning, scattered communication, lack of clear focus, and the question: "Who is our consumer? What actually sells us?"
"We felt we were entering a certain stagnation. We had a product, we had a team — but it wasn’t fully clear where to move next or what growth points to choose," recalls Wanted Vegan brand manager Oleksandra Bilousova.
So the Miks Digital team proposed starting with an in-depth business analysis in the format of a strategic session, which was conducted by the agency’s marketer in December 2024 in Kyiv, with the participation of all key business stakeholders: from technologists and R&D to HR and marketers. Through a live dialogue, the team was able to synchronize their vision, jointly understand their strengths and weak points, formulate the brand’s key message, identify consumer segments, and outline yearly goals — with a 3–5 year scaling orientation. Weaknesses and questions the company wanted to resolve were also identified.
"During the strategy session, it became clear that 90% of the company's marketing efforts were aimed at the domestic market, although more than 45% of revenue already came from exports. This strategic imbalance turned out to be a missing link that significantly constrained growth.
The solution found during the brainstorm at the strategic session was to reorient the marketing strategy: focus on international exhibitions, adapt communications for the global consumer, and develop a clear plan for entering European markets," says Miks Digital head Vitalii Vardzal.
Also during the strategy session:
● the key target audiences were defined and sales channels prioritized (B2B, export, e-commerce);
● the focus was set on systematizing business processes and implementing internal communication tools;
● measurable goals for 2025 were set: reaching 10 tons of monthly production, exporting to 6+
countries, production automation, laboratory accreditation, building a client-oriented business model, and starting cooperation with KFC (Ukraine) and Metro (Germany).
To achieve these goals, Miks Digital developed a specific task map: including methods for laboratory accreditation, workplace descriptions, or organizing R&D + marketing + production tastings to initiate cooperation with KFC — every step for each goal was clearly outlined.
Another key issue resolved during the joint work was product positioning. Internal doubts — whether to emphasize taste, benefits, ethics, or innovation — prevented unified communication. The Wanted Vegan team leaned towards emphasizing taste but questioned the choice. So a practical hypothesis test was approved during the strategy session.
"We did a mini-study within the team and among consumers and confirmed the company’s existing theory: in the plant-based category, it is taste that triggers purchase. People want it to be delicious first, then ethical or healthy," explains Olga Sanina, Miks Digital marketer.
That’s why the Miks Digital team supported Wanted Vegan’s original idea to highlight taste visually — through high-quality food photography and video content. The agency organized a full-cycle food production: from scripting, casting, and involving a food stylist — to complex post-production.
The shoot took place in a specially equipped studio using macro filming and steam generators to create the “freshly cooked” effect. As a result, a main promo video was created to tell the brand’s story (16:9 format for YouTube and B2B), as well as 5 vertical food-shooting clips under 30 seconds, suitable for Instagram Reels, TikTok, and Stories. In addition, the team produced a series of photos for e-commerce platforms, HoReCa catalogs, and social media — composed to reflect the appeal, textures, and real taste of the products.
"We literally created a 'want-to-eat-from-the-screen' effect. Juicy Kyiv cutlets, vegan shrimp, mouth-watering sashimi — everything looked premium, tasty, and stylish," says Yurii Dankevych, Miks Digital production director.
The results of the collaboration brought tangible business improvements. After updating the communication and positioning, the brand began to grow. During and as a result of the collaboration:
● brand awareness among the target audience increased by 35% (based on internal surveys);
● monthly sales grew by 21%;
● a new production line was launched;
● 8 new jobs were created;
● contracts with HoReCa partners in the EU were established.
"This cooperation was our restart with acceleration. We gained an understanding of the right development path, a roadmap, and ready-to-use tools. And most importantly — we saw how much we’re capable of when the focus is right," summarizes Wanted Vegan head Viktor Kvashenko.
Wanted Vegan is a brand of KR Ingredients, founded in 2020. It specializes in plant-based alternatives to meat, fish, seafood, and sauces. The products are sold in over 200 retail locations in Ukraine, cooperate with HoReCa, and are exported to the EU and Middle East.
The brand embraces the values of ethical consumption, healthy eating, and sustainability. The main focus is taste, simplicity, and modernity. Wanted Vegan is about the aesthetics of conscious consumption, where every shot, every texture, and color reflect the brand values: nutritious. plant-based. tasty.
This case is an example of how high-quality content can be not just beautiful but business-effective. In a category where "taste" is the key argument, visual presentation becomes part of the product itself. And this is exactly what was achieved through the collaboration between Miks Digital and KR Ingredients.