Many questions — Carpathian is the one!

FOR WHOM?

“Galychyna” Ukrainian dairy products brand

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WHAT WAS THE TASK?‍

To strengthen brand awareness and consumer loyalty for  “Galychyna” in an extremely competitive dairy category, while standing out in retail spaces overloaded with aggressive communications from competitors.

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AND WHAT WE'VE DONE?
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We turned rhetorical questions into a communication platform for Carpathian yogurt. Inspired by Ukrainian Cossack baroque visual style, we blended dramatic national aesthetics with modern humour and local insights. From videos and retail POSM to hyperlocal billboards across Ukraine, every execution was built around questions people instantly recognised as their own. We created 14 campaign videos, around 100 localised OOH placements, and platform-specific creatives that drove organic sharing online.

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RESULTS

The campaign delivered 42% higher media efficiency, reaching 33% more people than planned — nearly 80% of the country’s yogurt buyers in one month. People didn’t just notice it: they reacted, shared, and engaged, driving a 6.7% engagement rate. And Carpathian yogurt became the growth hero, with sales up 82% during the campaign.