Philips Home Living Bulgaria – Traditional Flavors. Modernly Made.

In Bulgaria, food is heritage. Every family has a notebook of grandma’s recipes that is passed down from generation to generation.

Philips needed to promote the Airfryer 7000 and its 30-day trial program, proving that healthy family cooking can be practical without sacrificing taste.

Instead of challenging tradition, we embraced it.

We flipped a familiar Bulgarian phrase – “Баба ти цял живот” (“Your grandma’s been doing it forever”), often used to mock modern appliances. Our idea: Grandma’s recipes are untouchable. But they work beautifully in the Airfryer as well, making them healthier.

Influencers recreated iconic family dishes like musaka, banitsa, meatballs and patatnik, using the Airfryer in real home kitchens over 30 days. The product was tested against the highest possible standard: family taste.

The campaign transformed a kitchen appliance into a cultural conversation and delivered 279,698 reach plus significant organic content beyond contractual deliverables.