A trend-setting victory: how SUPER TOAST conquered X-RAY 2026
On June 3, 2026, within the framework of the X-RAY 2026 marketing marathon, the SUPER TOAST brand won the "Campaign of the Year" nomination. The KYIVKHLIB team once again proved: even in the basic product category, you can become a market leader if you replace classic advertising with an emotional "musical universe."
Dmytro Danylovych, CMO ALVIVA GROUP, commenting on the triumph, notes: “We didn’t just offer a product — we integrated the brand into the daily rhythm of the consumer’s life. This victory is a recognition of our philosophy. The marketing marathon required not only speed, but also a deep understanding of the market. We set a goal to transform challenges into opportunities, and the result proved: when the team works as a single mechanism, large-scale goals become a reality. SUPER TOAST today is more than bread. These are values that resonate with the audience.”
The victory at X-RAY 2026 is a confirmation that a strategic approach and innovative content are more powerful than large advertising budgets. The KYIVKHLIB team set the task of making SUPER TOAST a Top-of-Mind brand. The results exceeded forecasts:
* Category growth: +6% in the toast bread segment.
* Market share: +15%, which ensured a confident leadership.
The brand chose the path of branded entertainment, turning the commercial into viral content:
* Dynamics: The 43-second video used 9 brand mentions and 27 visual appearances.
* Virality: The remix of “TOAST. TOAST. SUPER TOAST!” became a separate musical asset, collecting over 32 million views.
* Engagement: The video received 100 million total views with a phenomenal watch rate of 93.3%.
The success of SUPER TOAST is based on an integrated media strategy that combines YouTube, social networks and outdoor advertising (OOH/DOOH). Today, SUPER TOAST is no longer just a one-time campaign, but a long-term platform that forms new consumer habits.
“We do not stop there, — concludes brand strategist Dmytro Danylovych. — This distinction is only fuel for new projects. We continue to implement bold decisions, because together we are a force capable of changing the game on the market.”
SUPER TOAST. SUPER HIT. SUPER BREAD.
We sincerely thank everyone who supports our ideas and, together with us, creates a new bread culture in Ukraine.
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