E-mail:
(Alesia Bondar): alesyabondar19@gmail.com
Instagram:
Awards:
Cultural Insights — Shortlist, Epica
Festive & Holidays — Shortlist, Epica
Product Innovation — Gold, Effie Ukraine
Seasonal Marketing — Gold, Effie Ukraine
Timely Opportunity — Gold, Effie Ukraine
In Ukraine, there's a traditional Easter bread called paska — think panettone, but with a sweet white cream topping. As kids, Ukrainians get to eat the most delicious part, and many adults still want to do the same. So we thought: if it brings that much joy, why not turn the top of paska into its own product?
When it launched, Ukrainians went crazy. People created content around it. Brands copied it. Priests gave comments on the holiness of the top of paska. It became one of the most viral advertising moments in Ukrainian history.
Results were also telling: in three weeks, store traffic grew by 33%, sales exceeded the plan by 1034%, and the campaign generated 80 million impressions — with minimal media spend.
Silpo — The most joyful
piece of Easter