Moskovskiy Kartofel and GPM Ads unveil a 360° collaboration at the 27th FMCG Trade Marketing Forum

On March 19, Eduard Ayrapetyan, Managing Director of Licensing at GPM Ads, and Tatyana Ogneva, General Director of the Fire Media advertising agency, shared the results of a collaboration between potato chip brand Moskovskiy Kartofel and Match TV at the 27th FMCG Trade Marketing Forum. Following the spring campaign flight, chip sales increased by 42%, while the autumn flight delivered an additional 33%1.

Together with Moskovskiy Kartofel, Match TV and Fire Media, GPM Ads developed a unique licensed product — branded chip packaging displaying the sports channel’s visual identity. This packaging became the entry point to a comprehensive 360° collaboration. The campaign was rolled out in two phases and featured interactive contest mechanics. Customers could ask questions to their favorite star players or channel experts and vote for commentators covering RPL matches by registering codes from product packs on a dedicated landing page. The project also included sponsorships of top-tier Russian soccer broadcasts, specifically the RPL and the Russian Cup, as well as exclusive segments and branded integrations in flagship Match TV programs. Well-known soccer commentators Georgy Cherdantsev and Dmitry Shnyakin served as ambassadors of the campaign.

Eduard Ayrapetyan

Managing Director of Licensing, GPM Ads

The effectiveness of this collaboration is driven by the strong brand awareness of TV brands, high engagement through unique mechanics and exclusive prizes, content relevance supported by proprietary marketing, access to a broad, affinity-based audience, ready-made storytelling, and a full suite of creative assets. The effectiveness of this tool was reflected in exceptional engagement — 3 million views on the main promotion page and over 28,000 draw participants in each campaign flight1.

A carefully designed customer journey at every stage — from commercials during live sports broadcasts to standout shelf presence — led to growth across key brand metrics. Maximum brand knowledge in both flights increased by 14%, while consumption grew by 12%1. The brand maintained an ongoing emotional connection with its audience by making its chips part of consumers’ daily rituals and habits.

Tatyana Ogneva

General Director of Fire Media

Effective marketing is not just about reach — it’s about emotion-driven engagement. In “Big Football with Moskovskiy Kartofel,” we went beyond standard integrations and transformed the brand into an active participant in a soccer show. Viewers didn’t just watch the matches; they asked experts questions, voted for their preferred commentators, and became part of the broadcast itself. This format of engagement reshaped the perception of the brand and delivered tangible results: sales growth, record audience participation, and a unique case that set a new benchmark in sports marketing. It’s a story about a brand becoming a genuine part of consumers’ lives instead of merely reminding them of its presence.

GPM Ads and Match TV are part of Gazprom-Media Holding.

1according to internal data from Moskovskiy Kartofel.