Lullabies from Malyutka

MOKO digital agency Partners: Hlib Pronenko, Tetiana Mokrenko Client Service Director: Tetiana Malshakova Creative Director: Olha Livik Strategist: Mykyta Deulin Head of the media department: Yaroslav Chesko Head of the Influence Department: Lozka Anna Art Director: Aleksandra Raskosova Creative Copywriter: Alina Ratnykova Designers: Daria Reheta, Mariia Servetnyk Project Manager: Arina Khomenko Malutka's brand team Director of "Khorol Baby Food Factory" LLC: Oleksandr Suchko Chief Operating Officer: Dmitry Dmitriev Sound production team ENKO music, Shche production Singers Kola, MamaRika, Katerina Girman

Malyutka is the only Ukrainian baby food brand on the market. However, over the past decades, it has not been active in digital. Malyutka's mission is to gently feed the future of Ukraine, so the brand cares not only about nutrition, but also about the cultural development and mental health of Ukrainian children. Before the full-scale invasion of Ukraine on February 24, 2022, due to Russian cultural intervention, the media space was flooded with Russian content. Since 2022, Ukrainians have been actively switching to the Ukrainian language and looking for content in Ukrainian for their children. But despite the high demand, there is not enough of it. For Ukrainian babies, we created the Lullabies from a Baby project with revived and modernized Ukrainian lullabies, which we implemented through a commercial and a playlist with songs on the most popular music platforms YouTube Music, Apple Music, Spotify, and on YouTube Music. After all, a lullaby is a sacred ritual that creates a strong emotional bond between mother and child. Together with folklorists, we found ancient lullabies from different regions of Ukraine, including Poltava region, Malyutka's small homeland. In consultation with medical experts, we updated the words and music for 11 songs to meet the needs of modern mothers and babies. In our lullabies, we have natively integrated the brand name — the word “malyatka” into the text. The lullabies were recorded with famous Ukrainian singers who are loved by mothers. Thus, we created a branded playlist with Ukrainian lullabies that help mothers put their children to sleep easily and healthily.