Clever is a new private brand owned by the supermarket chain IKI, which is replacing the Cento product line that had previously dominated the chain’s low-price category. . By employing a range of communication tools, including a content project on 15min, one of Lithuania’s largest news sites, press releases, as well as advertorials on regional media outlets and social media, we sought to present the new brand hitting the IKI supermarket shelves as attractively as possible, to the widest possible audience. The communication angle we opted for was recipes using Clever products, thus demonstrating the wide variety of products and their high quality. The two influencers picked for the campaign were the authors of the blogs Kitchen Julie and But First Food, who provided an additional impetus to the campaign, by spreading messages about the new brand on their personal channels.