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Velle x Alexander Belkovich
Bringing flavor and authenticity to a plant-based brand.
influence marketing
challenge
Velle — one of Russia’s leading producers of plant-based milk, yogurts, and wholesome grain snacks — came to us with a mission: strengthen brand awareness, attract a new loyal audience, and translate the brand’s values in an engaging, relatable way.
On a tactical level, the goal was to fuel growth and engagement in the brand’s newly launched Telegram channel — and do it through something fresh, not another generic ad campaign.
On a tactical level, the goal was to fuel growth and engagement in the brand’s newly launched Telegram channel — and do it through something fresh, not another generic ad campaign.
approach
We decided to blend Velle’s “healthy lifestyle” DNA with a personality audiences already trust in the kitchen — celebrity chef Alexander Belkovich, host of the popular TV show ProSTO Kitchen.
Together with Alexander, we co-created a series of exclusive Velle recipes, full of creativity and flavor, and turned him into the face of a weekly Saturday segment in Velle’s Telegram channel. His tone, warmth, and credibility made the content feel like an insider’s invitation — not a promo. The collaboration brought authenticity, reach, and real engagement. Alexander’s fanbase followed him into Velle’s ecosystem, discovering the brand through inspiring, useful content rather than advertising. It was community growth powered by storytelling and genuine value.
Together with Alexander, we co-created a series of exclusive Velle recipes, full of creativity and flavor, and turned him into the face of a weekly Saturday segment in Velle’s Telegram channel. His tone, warmth, and credibility made the content feel like an insider’s invitation — not a promo. The collaboration brought authenticity, reach, and real engagement. Alexander’s fanbase followed him into Velle’s ecosystem, discovering the brand through inspiring, useful content rather than advertising. It was community growth powered by storytelling and genuine value.
results
total reach
201 500
number of views
24 000
new Telegram subscribers
+ 2697
IN SHORT
We didn’t just grow numbers — we built a space where healthy food lovers and Belkovich fans connected naturally around Velle’s world.
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