Communication Strategy of VkusVill

VkusVill is a really well-known grocery retail chain in Russia and several other countries that specializes in healthy food and natural products. The brand has been founded in 2012 and has a great success nowadays. We are going to analyse their communication strategy to understand which key principles have helped them with accomplishment and suggest some improvements.

The core positioning of this brand suggests quality control, transparency, curtomer-centricity and everyday access to healthy lifestyle through natural and fresh products. They provide a wide selection of multiple cuisines.

The target audience of VkusVill is mainly urban middle-class consumers who are ready to pay more money for the quality of food. Statistically there are young adults, middle-aged people and people over their 50s usually found as customers. These people are health-conscious and prioritise food safety, nutritional value and ecological wellness. Besides, VkusVill is a popular choise for gourmets with a limited cash balance, for the people who are tired of eating same ordinary food everyday.

VkusVill is mostly popular in Moscow, St. Petersburg and several other russian big cities and their regions.

VkusVill has established a unique position in the Russian grocery retail market due to the high level of trust it accumulated among consumers. Unlike many competitors that focus primarily on low prices or large-scale advertising campaigns, VkusVill builds its communication strategy around the values of quality, transparency, and open dialogue with customers. From the perspective of persuasion theories studied in Communication Theory, the company’s communication practices can be analyzed through the concepts of Ethos, Pathos, Logos, and the Elaboration Likelihood Model.

According to Aristotle’s rhetorical theory, Ethos refers to the credibility and trustworthiness of the communicator. The more competent, honest, and reliable the source appears, the more likely the audience is to accept its message. This is where the transparency principle is used.

VkusVill places significant emphasis on developing this aspect of persuasion. On its official website, the company highlights its commitment to maintaining an open dialogue with customers, suppliers, and business partners. The brand regularly publishes information about product quality control, supplier selection procedures, and food safety standards. Rather than simply claiming that its products are of high quality, VkusVill explains the processes that ensure such quality.

An important component of the company’s Ethos is its willingness to publicly discuss customer complaints and product-related issues. Rather than communicating only positive news, the company openly addresses cases involving product recalls, quality concerns, or recipe modifications. This transparency reduces perceptions of secrecy and contributes to the image of an honest and trustworthy organization. As a result, consumers are more likely to view the brand as a credible source of information and trust its future communications.

The second Aristotelian appeal, Logos, involves persuasion through logic, evidence, and rational reasoning. VkusVill’s communication strategy relies heavily on factual and evidence-based messages. The company regularly provides information about laboratory testing, supplier audits, product safety procedures, and quality assurance standards. Rather than relying solely on emotional claims, the brand offers concrete explanations and verifiable information.

For example, publications about quality control describe in detail how products are tested and how potential violations are identified. Such communication enables consumers to draw their own conclusions regarding the reliability of the brand. From the perspective of Logos, VkusVill does not merely state that its products are safe. It provides evidence supporting that claim. This approach is particularly effective among consumers who are interested in healthy nutrition and are willing to evaluate information about ingredients, production methods, and food safety. For these consumers, rational arguments play a significant role in purchasing decisions.

The third rhetorical appeal, Pathos, refers to persuasion through emotions. Whilst VkusVill rarely uses highly emotional advertising, emotional elements are embedded within its overall brand positioning. The company frequently emphasizes themes such as family well-being, healthy living, responsible consumption, and care for consumers. Through these messages, the brand seeks to create feelings of safety, comfort, and confidence in product choices.

For example, Vkusvill directly adresses customers and ask for their opinions. The emotional appeal is further strengthened through stories about suppliers, employees, and customers. Instead of presenting itself as a distant corporation, VkusVill humanizes the brand by foregrounding the people behind its products. This strategy encourages emotional attachment and fosters positive attitudes toward the company. Moreover, the image of an «honest retailer» carries strong emotional significance. In a market environment where consumers are often skeptical of advertising and large corporations, transparency and openness can evoke feelings of trust and reassurance.

Last but not least, Vkusvill provides charity which is also creates a strong emotional bond with empathetic audience.

The Elaboration Likelihood Model, developed by Richard Petty and John Cacioppo, proposes that people process persuasive messages through two different routes: the central route and the peripheral route. VkusVill effectively utilizes both routes in its communication strategy.

Through the central route, the company provides detailed information about product ingredients, quality assurance procedures, supplier relationships, and safety standards. This information requires consumers to actively process and evaluate the arguments presented. Such communication is aimed at highly involved consumers who are motivated to make informed purchasing decisions. For this audience, trust is developed through rational analysis and evidence.

At the same time, VkusVill benefits from the peripheral route of persuasion. Its recognizable brand identity, positive reputation, customer reviews, and image as a socially responsible company serve as peripheral cues that influence consumer attitudes. Many customers may not carefully analyze every quality report or supplier audit, but they still trust the brand because of its overall reputation and public image. The combination of these two routes makes the company’s communication strategy particularly effective. Consumers who seek detailed information can find rational evidence supporting the brand’s claims, while less involved consumers rely on reputational and emotional signals when making decisions.

In cocnlusion, VkusVill is already a trusted brand with good communication tactics. Based on the principles we have already discussed, we recommend VkusVill to organize educational lectures, guest talks, and workshops at universities such as HSE University. The representatives of the brand can read lectures about food sustainable consumption, responsible business practices, retail innovation and of course, healthy nutrition. This initiative would strengthen the company’s credibility by positioning VkusVill not only as a retailer but also as an expert and thought leader in food quality and responsible consumption. Besides, it will definitely increase trust because consumers perceive the brand as competent and socially responsible and a lot of students will start choosing their brand more willingly.