Kotányi – The Perfect Mix for Every Taste

This time, we cooked and danced. And once again, it was our spice expert – Kotányi – who stirred things up. In the campaign “The Perfect Mix for Every Taste”, we combined food and music, created unique personality quizzes, sparked conversations on social media, and placed Kotányi spice blends in the digital spotlight.

Challenge: How do you turn spice blends into a lifestyle product?

Despite their frequent use, consumers often treat spice blends generically, unaware of their specific purposes. Kotányi is already a synonym for quality, but we wanted to go beyond the functional role of spice blends and build a lasting emotional connection with users — one that lasts longer than the smell of freshly cooked stew.

Insight: 70% of people listen to music while cooking

That’s why our creative concept revolved around a story that intertwined food and music. We set out to discover the ultimate culinary-musical pairings.

Solution: The Perfect Mix – for the taste buds, the ears, and the soul

We created a dedicated website – an interactive personality quiz with a smooth user experience. Through the quiz, users discovered their perfect mix – both musical and culinary – tailored to their unique taste. The result? A simple yet satisfying combo: a well-seasoned main dish paired with a matching Spotify playlist.

At the same time, users were introduced to other Kotányi spice blends that could inspire their next dish. In collaboration with JBL, we rewarded 16 participants with headphones and speakers.

Advertising played a key role in driving quiz participation. Static and dynamic ads across Meta, Google, and YouTube platforms achieved an exceptionally low CPC, ranging from €0.03 to €0.20.

Since music boosts creativity in the kitchen, we launched the Kotányi Spotify profile, where each spice blend got its own curated playlist. But because everyone has their own taste, we also invited influencers and the wider public to co-create new playlists.In collaboration with Blaž Vižintin (El Vixo), Neja Gril, Ana Mačič Kotnik, and Blaž Berlec, we launched playlists crafted by our followers. Selected submissions were rewarded with Kotányi spice packages.

On social media, we stirred up nearly 700,000 views with posts that made people want to dance — and made their mouths water.

Of course, we couldn’t skip the medium that pairs best with music. The campaign also hit the airwaves on Radio 1 and ŠOU DOMOV, where listeners explored perfect mixes together with Robert Roškar.

Results:

  • 11,550 completed quiz sessions
  • 6,208 registrations, of which 4,704 were unique (conversion rate: 54.5%)
  • Users spent over 160 hours completing the quiz
  • Average time spent: 1 minute and 24 seconds per user
  • Influencer co-posts reached 300,000+ users
  • Instagram and Facebook posts were viewed over 670,000 times, reaching 200,000+ unique users
  • High engagement: 4,849 interactions and 5,038 external link clicks
  • Facebook profile visits increased by 274.3%, Instagram by 185.4%
  • New followers skyrocketed: +557% on Facebook and +86.4% on Instagram
  • Google ads reached 117,297 people at €0.06 CPC, YouTube 25,887 people at €0.03 CPC, and Meta 3,332 people at €0.20 CPC
  • Over 100 people received JBL speakers and spice blend gift packs

Bon appétit and play on repeat!

“The Perfect Mix for Every Taste” showed how a creative approach, user-centric experience, and multi-channel presence can create a powerful emotional journey that goes beyond traditional advertising. Spice blends are no longer just a finishing touch – they’ve become part of a personal ritual.

And since both musical and culinary tastes keep evolving, we’ll keep discovering new ones. We’ll continue cooking and dancing to perfectly seasoned rhythms.

If you’d like to cook something up with us, get in touch at play@boldgroup.si.