Many Questions

CLIENT

Galychyna

TASK

To strengthen consumer loyalty for “Galychyna” in an extremely competitive dairy category and to boost sales of Carpathian yogurt.

ROLE

Creative Group Head, copywriter.

Idea development and creative production supervision.

WHAT WE DID

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.

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.