AAcheta is a full-cycle production brand that makes chocolate bars, flour, pasta, cosmetics, and food for both children and pets — all from crickets. It belongs to the novel food category, which is still little-known in Ukraine. It represents conscious, high-protein nutrition that is also environmentally friendly.
Our task was to develop a strategy that would introduce the brand and help build a community of people who care about ecology in their daily diet.
Strategy Development
The first step was to immerse ourselves in the novel food industry, as cricket-based food had never been introduced in Ukraine before. The only potential competitors were international companies, most of which were not active on social media.
We conducted a detailed market analysis, identified target audience profiles, and then moved on to the most crucial aspects.
AAcheta's Instagram page combines different content types:
Minimalist product photography.
Blogger-generated content & UGC.
Model photography.
Graphic design elements.
The brand’s aesthetic is centered around natural tones, accentuated minimalism, and textures. A sense of «naturalness» had to be consistently present across the entire page.
AAcheta is like a green oasis amidst the concrete jungle, an innovative laboratory. It represents pioneering innovation, immersing the audience in a National Geographic-like world.
This had to be reflected in its tone of voice, which also needed to shift slightly before and after the launch period.
In regular posts, the tone is innovative, trendy, and slightly playful.
When describing products, we used onomatopoeic words like:
🦗 Chirpingly delicious
🦗 Chirping good
🦗 C-C-Crunchy!
During the launch phase, the audience needed to learn about the products, the production process, the brand’s core values.
Once a community was established, we could expand discussions to include nutrition and ecology topics.
We developed a content plan in two phases.
Phase 1: Educating the audience about the brand and products.
Phase 2 (after reaching 1,000+ followers): Adding content about nutrition, the uniqueness of production, and special projects.
For the launch, we developed press kits for bloggers featuring a terrarium, symbolizing both ecology and the premium nature of AAcheta products.
Additionally, we curated a list of potential brand ambassadors—intellectual and innovative opinion leaders who could spread AAcheta’s message to a broad audience.
And most importantly: a creative photoshoot to create eye-catching content that would:
✔ Showcase the brand’s values.
✔ Capture attention.
✔ Establish a strong visual identity.
Our Head of Content, Alla, proposed a concept featuring moss, representing an eco-friendly island. We searched for the right contractors and decorators who could bring her vision and references to life.
The decor matched the terrarium-style press kits.
We developed two shoot locations: a moss-covered setting and a white backdrop with flowers.
The shoot resulted in stunning product photography and engaging video content for Reels and TikTok.
Additionally, we organized a separate product shoot to highlight textures and showcase the novelty of the products up close.
From strategy development to social media content, we crafted a cohesive brand image that introduced AAcheta to the Ukrainian market and the world of conscious consumers.
Every detail aligns with the brand’s vision—from content and tone of voice to the content categories.
The visuals stand out, communicating the brand’s values at first glance.
Our team successfully took on this exciting challenge, presenting cricket-based food in a way that shifted perceptions and sparked curiosity instead of hesitation.
We’re ready to launch any product, even something completely unique and unconventional!
Want to see more? Check out our other case studies:
🔹 Avalon Group.
🔹 Shanychi Family Farm.
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