Miratorg - Premium Quality For Your Loved Ones

Client: Miratorg

Date: September 2025

Senior: Battuul Gantumur

Account Manager: Purevjargal Ganbold

Assistant Manager: Sarangerel

Director: Temuulen Jargalsaikhan

Director of Photography: Aminerdene 

Production designer: Enhjin Ydamsuren

Characters

Chef: I.Maksim

Calligrapher: O.Ochirbat

Challenge:

Miratorg, a well‐known Russian meat & agricultural brand, has been present in the Mongolian market for some time — but until now without a coherent marketing plan.

The challenge was to increase brand awareness among Mongolian consumers and build a narrative that connects both Miratorg’s heritage and local culture.

Strategy:

To establish Miratorg’s presence in Mongolia, we launched a social media campaign centered on a high-impact debut video that highlighted the brand’s Russian origins while authentically connecting to local culture. We featured a seasoned Russian professional chef with 17 years of culinary expertise to embody the credibility and quality of Miratorg, and paired him with a Mongolian calligrapher whose art symbolized tradition, identity, and cultural pride. This fusion of Russian excellence and Mongolian artistry created a compelling narrative designed to build trust, spark curiosity, and position Miratorg as both premium and culturally respectful in the eyes of Mongolian consumers.

Strategy: 

Following the launch of the DVC, we strategically released three additional videos over the next few weeks, each focused on showcasing a different Miratorg product. To amplify reach and maximize impact, we positioned the videos on a premium LED screen in one of Ulaanbaatar’s busiest areas, ensuring high visibility and continuous exposure to a wide audience. This approach was designed to build momentum, maintain audience engagement, and strengthen brand recognition over time.

Children's nuggets DVC

Popcorn chicken DVC

Semi finished products DVC

Conclusion: 

This campaign successfully built awareness and engagement by gradually introducing different Miratorg products and keeping the brand visible through a premium LED screen in one of Ulaanbaatar’s busiest areas. The launch video blended Russian expertise with Mongolian culture, featuring a Russian chef and a Mongolian calligrapher to create a memorable and authentic story. As a result, people began to clearly recognize Miratorg as a Russian brand, strengthening its origin story and credibility while laying the foundation for long-term growth in Mongolia