In the time when Bulgarian productions are at their absolute height and attention is directed straight at the screen, advertisers often choose local content to position and celebrate their brands. The titles of national origin are culturally closer to the audience, which makes them a favorable environment to reach a loyal target viewer who can draw comparison between the storyline and their own daily experience – work, time for the family and friends, as well as their cooking habits.

The first of the many upcoming new productions of bTV - Daddies, in partnership with Dream Team, provides unlimited and original opportunities as well. The series places the curious and rarely discussed topic of fatherhood, which creates not only a base for attractive storyline twists but also for original brand presence as well. Nestle was the first one to choose to consistently develop its communications in the series through a naturally placed presence within the content, in this way promoting its brand MAGGI’s new liquid bouillon product line.

The popular product, which often finds a role in the kitchen, had a main part in two consecutive episodes of the series, helping characters in the preparation of the meals that keep them united. With an original integration within the storyline and in organic harmony with the mood on set, MAGGI’s liquid bouillons made their on-screen premiere in the authentic context of homemade food.

By enriching its portfolio of quality Bulgarian productions, more and more opportunities open up for brands to realize an original communications approach. In this way, the partnership between the media and the brands becomes a secure source of a stable and channelled strategy, which states explicitly clear and long-term assurance in the quality and additional value of its products.

Client: Nestlé Bulgaria

Season: Fall 2021

Format: Daddies

Channel: bTV

Agency: Huts JWT