Challenge

The Honey brand is known as a premium Kyiv-based confectionery specializing in craft desserts with a focus on Ukrainian flavors. The confectionery and restaurant market is highly competitive, with many companies offering products without consideration for cultural or social context.

To create a product that stands out among competitors and carries deep cultural and social significance.

Idea

Reviving “Shakhtarsky” — the legendary dessert of Luhansk region

After the occupation of Luhansk in 2014, production of the famous “Shakhtarsky” cake was halted. We built a campaign around it to draw attention to the issue of cultural heritage in Ukraine’s occupied territories. The Honey confectionery launched a new product — a mini version of the “Shakhtarsky” cake with a charitable component. We supported the launch with a video manifesto in a craft mixed-media style and held an exhibition of works by Ukrainian photographer Alexander Chekmenev at the confectionery.

Credits
& Outcome

1M+ organic views
Almost 100% positive feedback on the new dessert
Strengthening the Honey brand’s position through a socially meaningful project

CEO: Olena Vedmid
Account Manager: Olena Poliakova
Creative Producer: Olga Mykhalets
Art Director: Olena Horobets
Creative Copywriter: Daria Tarasevich
Sound Designer: Igor Bondarenko
Editoe: Yegor Kadomtsev
Creative Director: Anna Seniuk
PR Manager: Oksana Solonska
PR Manager: Sofia Mazur
New Business Manager: Olha Korotenko
Lettering: Vladyslav Kalensky