Mom's Smell

Creative idea

Dmytruk Foods, the meat snack company, surprised the market with a twist on a classic: kabanosy sausages in unexpected flavors like pizza and crab. Instead of trying to convince consumers that such tastes were “normal,” the brand leaned into the weirdness and celebrated the unusual. The message was simple and bold: being strange is not a flaw, it’s a flavor. By owning their difference, they turned odd combinations into a point of pride, proving that snacks can be as weird as the people who enjoy them.

Brand name: DMYTRUK
Advertiser / client: KABANOSY BY DMYTRUK
Product / service: MEAT SNACKS
Campaign name: Mom's Smell
Agency network: INDEPENDENT AGENCY
Agency: Banda agency, Kyiv
Production company: AND ACTION
Web address: https://dmytruk.com/
Creative director: Artem Karelin
Art director: Sasha Spasova
Copywriter: Hrygorii Nesmashnyi
Designer: Serhii Tomchuk
Account director (agency): Yevheniia Dvoretska Anastasiia Chaikovska
Strategic planner / strategist: Alyona Koltunova
Senior planner: Bohdan Hetmanov
Director: Yevhen Gozheyshii
Additional company: DMYTRUK Teams: Chief Executive Officer: Taras Skorupskyi Product Owner: Olena Zaiats Product Portfolio Management Specialist: Anzhelika Kostiuk Head of Trade Marketing Department: Oksana Kostiuk Head of Corporate Communications & PR: Kateryna Duboіska