What was u.comms tasked with?
To assess the feasibility of the legal action, identify potential reputational risks, and provide comprehensive communications support for ZAMMLER, a group of logistics companies, in filing a lawsuit against Russia in an international court. The lawsuit sought to protect the company’s honor, dignity, and business reputation following the use of the letter Z – a key element of the company’s logo – on Russian military equipment as a symbol of aggression and violence.
Key objectives
- Assess the reputational risks and strategic rationale of pursuing legal action against Russia on behalf of a commercial brand.
- Prepare a press release in three languages – Ukrainian, English/Russian and Polish – for Ukrainian and international audiences.
- Produce a photo series featuring the company’s truck fleet, with drivers covering the letter Z on the vehicles.
- Distribute the materials strategically among national, regional, logistics, and legal media outlets.
How did we execute the crisis communications and PR campaign?
The u.comms team analyzed Ukrainian and international cases involving companies distancing themselves from the letter Z. Based on the legal documents and information provided by the client, we developed a press release and visual materials highlighting the practical challenges the brand was facing – including difficulties at checkpoints – as well as the concrete actions taken by the company’s drivers.
We developed a targeted media outreach plan covering different types of outlets — from leading national television channels to specialized legal publications, which were particularly interested in the legal precedent. The issue’s public significance and strong resonance resulted in all coverage being secured organically, with no paid placements.
Strategic decision-making and media relations
What results did the communications campaign deliver?
The campaign generated significant media attention, turning a potential reputational crisis into a wave of public approval and support while strengthening trust in the brand.
20M+ views
the total reach of the media coverage exceeded 20,538,356 views.
70 media publications
more than 70 national, international, regional, and industry-specific media outlets and TV channels covered the story organically.
100% brand visibility
all media outlets retained the ZAMMLER brand name in their coverage, sparking discussion among logistics and communications professionals and helping attract new clients.
