Objective: To introduce Filiz's new product, geographically marked Mardin Bulgur, with the vision of making Turkish cuisine sustainable and accessible.

Strategy: Placed the cultural and culinary richness of Mardin at the heart of the campaign via a launch event, engaging ads, and strategic collaborations.

Filiz Mardin Bulgur became as a key player in the Turkish culinary market. Effectively combined traditional values and heritage with modern marketing strategies to create a strong brand identity.

Execution:

• Mardin-themed Launch Event with prominent figures in Turkish cuisine (Ebru Baybara, Maksut Aşkar, and Dilara Koçak).

• A Commercial Film that showcased the unique flavors of Mardin, brought to life with Mardin Bulgur.

• High visibility was achieved through Outdoor Ads and promotions at major retailers like Carrefour and Migros.

• Amplification via the hashtag #olsadayesek on Kafa Radio, featuring in Masterchef resulted in trending topic list on Twitter.

• Recipes from 22 different chefs and content producers were shared to increase interaction under the same hashtag.

• The "Denediniz mi?" (Have You Tried?) campaign with Nefis Yemek Tarifleri, featuring the most searched bulgur recipes.

• Chef Ebru Baybara hosted a gastronomy event in Mardin to celebrate the first wheat harvest, with local and national media.