Pointing to the research conducted on what people think about Ülker, Yıldız Holding Chief Marketing Officer Ahad Afridi said that “We recognized that everyone, be it a child, a teenager, a woman, a man, a student or a businessman has at least one happy moment with an Ülker product. We build our campaign on this strong brand reality.”

Ülker celebrates its 65th anniversary with an advertising campaign built around “A Happy Moment, Making Life Beautiful” concept. The campaign, building on the idea that everyone from age 7 to 70 has a happy moment with Ülker, is planned as a 360 degree communication with TV, cinema, press, outdoor and online ads. TV commercials, the first part of the campaign, are on air on national TV channels. Cinema, press, outdoor and online ads will start in the coming days.


Everyone has a happy moment with Ulker
Pointing to the research conducted on what people think about Ülker, Yıldız Holding Chief Marketing Officer Ahad Afridi said that “We recognized that everyone, be it a child, a teenager, a woman, a man, a student or a businessman has at least one happy moment with an Ülker product. These ‘happy moments and memories’ have become a matter in the daily conversations of people. People tell each other how they straighten Ülker Çokomel’s packages and put them between the sheets of their notebooks or how they struggle to eat the last part of the Çokokrem that remains in the tube. Ülker unites people in the same warm feelings of happiness, joy and sharing. So, we build our campaign on this strong brand reality.”


We stayed in line with our founder’s philosophy
Noting that the advertising concept is meshed with Ülker’s founder and Honorary Chairman Sabri Ülker’s philosophy that "Everybody has the right to a happy childhood, no matter where in the world,” Afridi added that they especially consider to reflect this philosophy in the commercials. Stating that the research he had conducted about Ülker before coming to Turkey Afridi noted that: “When I talked to dealers, distributors, and read the messages that the consumers send to our call center or listen to people’s memories with Ülker, I noticed that Ülker has always been a good example with what it had done. It does a great job, and never compromises quality. It tracks every product that its consumers eat at the executive level. It is a flexible brand which has a quick decision process. It has realized many firsts in its field. It planned international ventures during the establishment years and employed foreign experts to improve its production accordingly. It was managed by people who have the foresight of building an R&D department even when the product range was too small. All these values strengthened Ülker’s steps towards being a global brand. But above all, “consumer happiness” became a must have for Ülker.”


Directed by award winning director
The commercial was directed by New Zealander Gregor Nicholas known internationally with his movie “Broken English” and was shot with Belgian Danny Hiele as the director of photography. 300 players performed to represent the “Happy Moments” of Ülker. Gregor Nicholas, who was awarded for his short movies in the international film festivals such as Chicago and Venice, was chosen as the director for the commercials because of his success at transposing the feeling behind the moment and because his commercials are admired by people all around the world.


Credentials of the Film:
• The TV films were shot as a series; taking place in two different locations and formed of two different films. The film on the boat tells about the happy moments of people of different statutes, different lives and different ages.

• The other film taking place in a university campus tell about the happy moments that exist for decades and achieve to enter the lives of the every coming new generation; change and grow without losing their energy as a social phenomena.

• Shots were performed by a crew of 80 people and 300 players in 5 days. The players were chosen at the end of a one month preparation period.

• One day-long shooting was performed on a speed boat for the Istanbul views in the boat commercial.

• For the shootings for the boat commercial, a boat was rented from the Istanbul Intercity Boat Lines and the shootings completed in 2 days.

• The shootings for the campus commercial were completed in two days at the İstanbul University’s Beyazıt Campus. A real music band, formed of young students, performed in the concert scene in the commercial.