Description
Uzbekistan’s first interactive patyr
Uzbekistan had waited its entire independent history to qualify for its first FIFA World Cup. Korzinka, the country’s leading supermarket chain, wanted to be part of the historic moment. But without major sponsorship rights, it needed a way to connect with fans beyond traditional visibility. It found the answer in one of its most iconic products: fresh patyr, a traditional Uzbek bread baked in-store every morning and shared during the moments that matter most.
We turned patyr into a live expression of the nation’s emotions. After every World Cup match, Korzinka created a new limited-edition patyr reflecting exactly what the country was feeling — from “IMKON BOR” (“There is still a chance”) after the opening defeat, to “5:1” after a disallowed goal against Portugal, and “BOOOOOSSS!” when the commentator’s iconic cry took over social media. Each edition was designed immediately after the match, baked overnight and available in stores the next morning. Fans began recreating the designs as banners and even baking their own versions in Uzbek communities around the world.
The activation turned an everyday bakery product into a new national ritual, with patyr becoming a way to take the emotion of the match home and share it with others. It generated 25M impressions, 200K+ reactions, 4% growth in transactions, 7.41% revenue growth at participating stores, and became the #1 new bakery product of 2026 by sales volume.
This professional campaign titled 'The Support Patyr' was published in Uzbekistan in August, 2026. It was created for the brand: Korzinka, by ad agency: Ogilvy Kazakhstan. This 360° and Integrated media campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 27 minutes ago by Creative Agency: Ogilvy Kazakhstan of Mega Media in affiliation with Ogilvy.
Credits
Ogilvy Kazakhstan team:
Yulia Tushina – Excellence Director, DASM Group
Ekaterina Belyashina – Managing Director
Azatkhan Uxikbayev — Creative Director
Mariya Kalashnikova — Client Service Director
Nikolai Chesov — Creative Grouphead
Islom Gulyamov — Sr. Creator
Yulia Lisichkina — Senior Designer
Timur Turusbekov — Art Director
Anabella Chepaykina — Copywriter
Beibarys Sakenuly — Jr. Art Director
Almas Kossymbek — Jr. Copywriter
Nikita Tkalich — Motion Designer
Sultan Kassen — Account Manager
Dina Kirkimbayeva — Account Manager
Khakimova Merey — Junior Account Manager
GForce Uzbekistan team:
Leyla Nugmanova — Managing Director
Nikolay Tsoy — Client Service Director
Lyubov' Zavyalova — BTL Director
Umidbek Yuldashev — Account Manager
Ten Yuliya — Account Manager
Aleksandrov Kirill — BTL Manager
Azizov Samandar — BTL Manager
Turayev Murodjon — BTL Manager
Korzinka team:
Boir Normatov — Head of Trade Marketing and Brand Development
Khojiakbarkhuja Boboev — CMO at Korzinka Go
Alena Churadaeva — Creative Director
Javlonbek Artikov — Marketing Manager, Private Label
Zukhriddin Rakhimov — Senior Manager Supply Chain and Logistics
Rinat Bayburin — Senior Brand Manager
Sufiya Khalilullina — Senior Marketing Communications Specialist
Viktoriya Chmykhalova — Senior SMM Specialist
Aziza Gaynanova — Category Manager
Irina Yusupova — Brand Manager
Ganiyeva Sevara — Brand Manager at Korzinka Go
Darya Juravlyova — Brand Marketing Specialist
Khalidam Narimanova — Marketing Communications Specialist
Boris Zhukovskiy — SMM Specialist
Bobur Razakov — Lead Designer
Zukhriddin Ziyadullaev — Motion Designer
Siverina Davranova — Producer
Mirzaer Erkinov — Uzbek Language Expert
Sukhrob Nasrullaev — Designer
Sardorbek Farhodov — Designer
Evgeniy Sysoev — Photographer / Videographer
Yasmina Makhamedova — Photographer / Videographer
Diora Madjidova — Intern
