Challenge:

To reposition Čajna sausage not just as a traditional staple, but as a flavorful favorite across generations — with a campaign that feels fresh, playful, and emotionally resonant.

Our idea:

“The secret is in the flavor.”

We leaned into the contrast between what people say and what they actually do — using humor, lovable characters, and a child’s voice to reveal how irresistible Čajna truly is.

Creative execution:

A boy narrates his family’s daily moments — full of good intentions, rules, and healthy resolutions. But when Čajna appears, those rules are forgotten. Characters sneak bites, hide slices, and break their own “no sausage” promises. It’s playful, warm, and instantly relatable. The line “U okusu je tajna” (“The secret is in the flavor”) ties it all together with charm.

Why does it work?

Because it combines storytelling, humor, and truth. People recognize themselves in these little food moments. The campaign makes Čajna feel not only delicious, but beloved — part of real life, full of warmth and flavor.