According to the editorial board and experts of the Retail & Loyalty Journal, “Stikeez”, a promo campaign held from 12 November to 23 December 2015 in Dixie supermarket chain became one of the most striking promotion campaigns in the grocery retail sector in 2015. It caused a lot of fuss in the stores and social networks. We asked a few questions about the campaign to Ekaterina Kumanina, Director of External Relations, Dixie Group