Türkiye’s leading food brand, Ülker, has created a new happiness platform that moves happiness from being a hard-to-reach goal to the center of daily life. The campaign, launched with the slogan "Where there's Ülker, there's happiness," has met audiences with its commercial film on TV screens, digital platforms, and outdoor media.

Türkiye’s  leading food brand, Ülker, has launched its happiness platform, built on the insight that happiness lies in small, meaningful moments, with the "Where there's Ülker, there's happiness" campaign. The commercial film, which emphasizes that Ülker transforms every moment into a cherished "memory," has reached viewers on TV screens, digital platforms, and outdoor media.

In the commercial, happiness is taken from being an abstract and difficult-to-attain goal and is transformed into small, meaningful moments that multiply as they are shared—on the street, at home, in the park, and at the office. Ülker products are positioned as the natural companions and sources of these moments.

The Ülker "Smiley" icon is used as the natural form of a bond of love and trust

At the heart of the campaign is the smiley face, the simplest and most universal symbol of happiness. This icon, reinterpreted with Ülker's signature red color, becomes a powerful and modern visual signature representing the brand's connection with happiness. The red Ülker smileys are positioned as Ülker's distinctive symbol throughout the campaign.

As one of the brands that has been bringing smiles to different generations, cultures, and lives across Turkiye for decades, Ülker uses the smiley symbol in its advertising campaign as a natural form of the bond of love and trust it has established with its consumers.

The red smileys, prominent in the campaign's visual world, strongly visualize the message "With Ülker, happiness is not far away, it's right by your side" across all channels.

Ülker CMO Mustafa Kabakçı: "We have been part of life's happy moments for 82 years"

Ülker CMO Mustafa Kabakçı commented on the campaign with these words: “As one of Turkey's strongest and most preferred brands, we have been a part of life's happy moments for 82 years. Happiness is in Ülker's DNA; with our 'Make Happy, Be Happy' philosophy, we reflect this understanding in our way of doing business and in the bond we build with our consumers. We have now brought this bond, which we have built over the years on trust and sincerity, into a more visible and holistic structure with the 'Where there's Ülker, there's happiness' platform. We believe this platform will create a strategic foundation that strengthens Ülker's mission to accompany life's happy moments and deepens the bond we have with our consumers.”