HYZADobrotkovo

Once Upon a Time…

The idea emerged from the assumption that the world of children is full of colors, play, and endless imagination. We created two fairy-tale characters with whom children can identify – a little boy named Radko, who loves snacks, and a little girl named Dorotka, who adores treats. Like all children, Radko and Dorotka love to play, while also learning to distinguish between right and wrong and perform good deeds. However, they can only play happily when they aren’t hungry and have plenty of energy.

When hunger strikes, the fun and good deeds are abruptly interrupted by a rumble in the tummy. We used this fact to add drama to the story by creating a negative, yet endearing character – the dragon Škvrkonoš, who personifies childhood hunger. Yet this dragon (child hunger) is always playfully chased away by HYZA’s children’s ham and sausages. In doing so, we invented charming characters – the valiant ham hero Roland and the bold sausage carriers, the Párajkovia. Children, energized by tasty treats from a good address, regain the energy not only to play but also to perform good deeds. This aspect elevates the product to an entirely different level, transforming it in the minds of its recipients into something extraordinary – a product that not only satisfies hunger but also brings a playful and educational element.

Delicacies from a Good Address

The name of the Dobrotkovo product line deliberately connects not only good food and the land where good deeds happen, but also the HYZA tagline – “Chicken from a Good Address.”

“Dobrotkovo” is a playful neologism that blends the Slovak word “dobrota,” meaning goodness, with a suffix that evokes a special place or realm. It suggests a land of goodness—where quality food and positive, fun experiences come together—perfectly echoing the brand’s promise of treats “from a good address.

We also transferred the Dobrotkovo story onto the product packaging. By using a playful color palette derived from the HYZA design manual and incorporating animated characters, the products instantly gained a childlike appeal.

So That Children Can Play Well

The Dobrotkovo story characters didn’t remain only on the packaging. They also found their way into playful merchandise. Radko, Dorotka, the ham hero Roland, the sausage carriers, and the dragon Škvrkonoš were transformed into adorable plush toys that can be won in a consumer contest. In addition to the plush toys, the merchandise includes keychains, themed memory games, children’s socks, and t-shirts featuring the Dobrotkovo characters.

A Video Spot Full of Imagination

We brought the story to life with a captivating TV spot that transports viewers into a world of childhood fantasy and imagination. In collaboration with the production company Vrizzly, we created a spot that tells the story of two playing siblings.

The entire story becomes even more attractive by linking the real human world with a world of animated characters born from childhood imagination. In this way, we successfully conveyed the message in a language that young viewers understand, capturing their attention and engaging them.

We deployed the TV spot across both ATL and online environments. In ATL, viewers can watch it on the most-watched TV channels of the JOJ Group and Markíza during peak times for reaching the target audience. Online, we use both longer and shorter versions to ensure a broader reach among target groups.

Dobrotkovo Supports Kindergartens

To raise awareness of the new product line, we also organized an attractive consumer contest that cleverly connects the idea of good deeds with a place where children play happily and feel good. The contest was focused on providing financial support to kindergartens, helping them become even better! In the first phase of the campaign, we invited parents and the general public to register kindergartens, where they could win financial rewards totaling up to €9,500. Additionally, the first 200 registered kindergartens were rewarded with a Dobrotkovo starter pack containing tangible prizes.

The Contest Divided into Two Phases

We communicated the registration phase through a meticulously crafted email marketing campaign and a carefully selected media mix that included elements of native content, display formats, video spots, and social media activation.

In the second phase of the contest, the public will be invited to vote for the best kindergarten and help it secure a place on the winners’ podium. To support the sale of HYZA products, voting was made conditional on the purchase of products with a unique contest code on the label. We motivated public participation by rewarding voters, with weekly draws for up to 101 winners of tangible prizes from Dobrotkovo merchandise. At the end of the contest, one overall winner will be drawn from all voters, who will receive a 4-day all-inclusive family stay at the Grand Hotel Permon****, combined with a visit to the TrickArt and optical illusions gallery, TrickLandia.

Good Advice from Experienced Moms

We further supported the contest phase with a set of online and offline banners, city lights, billboards, as well as print and online advertising. The goal was to engage and immerse the target audience in the Dobrotkovo story – families and moms with children who attend kindergartens. The media mix was also complemented by the popular portal Modrý koník, where we reached out to users with an offer to test Dobrotkovo products. We also decided to approach the young consumer through advertising in the most popular children’s magazines, where interactive elements allowed kids to build their very own Dobrotkovo world at home.

Social Media for Both Children and Adults

We also brought the Dobrotkovo story to HYZA’s social media, which we manage on an ongoing basis. We divided the posts into thematic categories serving as fun, inspirational, educational, and, of course, hardsell content. In a playful manner, we introduce the audience to the main benefits of the products, complemented by charming and humorous quotes from the ham hero and sausage carriers, combined with tasty and visually appealing recipes tailored for young consumers. We also collaborated with influencers such as @dennik_nevyspatej_matky, @vinarovazena, @radost_je_volba, and others, further bringing the products, their benefits, and the consumer contest closer to the target audience.

From the Website to a Fairy Tale

We also transferred the Dobrotkovo story to dedicated information subpages on the well-known website hyza.sk. Visitors can familiarize themselves in detail with the entire tale of Dobrotkovo, discover complete information about the new products, kindergarten registration for the contest, and everything essential about the contest’s process. The registration and contest subpages also include a FAQ section with the most frequently asked questions to help consumers navigate the contest conditions and its progression.