"Hajde Babo" Cooking Series: art.I.schock stirs up a storm for Maestral

The retail and food processing company RBL Food Bulgaria and its international distribution partner Maestral, in collaboration with the Zurich-based communications agency art.I.schock, have launched the cooking series “Hajde Babo.” The goal of the social media series is to increase the visibility, relevance, and appeal of dried legumes and to boost their sales.

Balkan Cuisine in the Spotlight

RBL and Maestral specialize in the global import, export, processing, and packaging of legumes, rice, and grains. Through its Swiss subsidiary, RBL is also an officially approved supplier to the UN World Food Programme and the United Nations Relief and Works Agency for Palestine Refugees in the Near East.

In the cooking series «Hajde Babo – choch öppis nois!», a charismatic man in his 30s with roots in the Balkans presents and cooks a dish from his homeland that is little known or has fallen into obscurity in this country. Each episode focuses on a specific type of dried legume or other Eastern European specialty, accompanied by background information on its origin and uses.

Pasul kicks off the cooking series "Hajde Babo"

In the first episode, Babo introduces «Pasul,» a white bean soup that’s widely eaten throughout the Balkans. He’s joined by an Albanian dance troupe and Albanian musicians. The result is a five-minute video that, according to the agency, captivates viewers with its charm, wit, and zest for life.

The series was conceived and implemented by the Zurich-based communications agency art.I.schock. As part of the campaign, a «Hajde Babo» logo was also created, which will appear on food packaging in the future.

Contact at Maestral and RBL Food Bulgaria: Hans Herbert Remund (Executive Director of Sales and Marketing); Person in charge at art.I.schock: Marco Lutz (Concept, Project Management), Anesa Mustafi (Graphic Design).

For more information about Maestral, visit https://www.artischock.net.