360 content-based campaign for «Khutorok» brand

«We Are All Made from the Same Dough» is the slogan of the documentary project «Dough», which explores unique Ukrainian culinary traditions of creating flour-based dishes. The film’s mission is not only to collect recipes and the stories of the people who cherish them and give these authentic dishes a modern twist. Thanks to popular hosts, culinary experts, and influencers – Volodymyr Yaroslavsky and Olga Martynovska – the dishes gain trendiness and new life.

When starting work on the «Dough» project, the Brandly by FILM.UA agency team understood the importance of finding a partner who shared the film’s values, had Ukrainian roots, and could be organically integrated into the storytelling. The brand «Khutorok» fit perfectly, as what could be more natural than flour in a film about traditional culinary practices for making dough-based dishes?

The brand enjoyed a 360 content-based campaign: it was integrated into 10 authentic recipes and the film’s animated parts, as well as a national promo campaign, including offline premieres and master classes. «Khutorok» is a true national brand that combines a love for the homeland, respect for Ukrainian traditions, and 20 years of experience in producing high-quality products.

The film «Dough» was released in theaters on May 2, 2024, just before Easter, and has been available on VOD platforms Netflix and Kyivstar TV since June. Selected episodes with original «Dough» recipes and the full feature will air on the national TV channel STB from June to September, after which all videos will be available on the YouTube.