Ülker’s new happiness platform: “Where there’s Ülker , there’s Happiness ”

Turkey’s leading food brand Ülker has launched a new happiness platform that brings happiness from being a hard-to-reach goal to the center of everyday life. The campaign, introduced under the slogan “Ülker varsa mutluluk var” (“Where there’s Ülker , there’s Happiness ”), has been brought to audiences through a commercial airing on TV screens, digital platforms, and out-of-home media.

Turkey’s leading food brand Ülker has brought its happiness platform to life through the “Ülker varsa mutluluk var” campaign, built on the insight that happiness is hidden in small yet meaningful moments. Emphasizing that Ülker turns every moment into a lasting memory, the campaign film has reached viewers across television, digital channels, and outdoor advertising spaces.

In the commercial, happiness is positioned not as an abstract and difficult-to-attain concept, but as small, meaningful moments that grow as they are shared—on the street, at home, in the park, and at the office. Ülker products are presented as the natural companion and source of these moments.

Ülker’s “Smile” Icon Becomes the Natural Symbol of Love and Trust

At the heart of the campaign lies the smile—one of the simplest and most universal symbols of happiness. Reinterpreted in Ülker’s signature red, this icon evolves into a powerful, next-generation visual signature representing the brand’s connection with happiness. Throughout the campaign, the red Ülker smiles are positioned as Ülker’s distinctive symbol.

As one of the brands that has brought together different generations, cultures, and lifestyles across Turkey with a smile for decades, Ülker uses the smile symbol in its advertising campaign as a natural expression of the bond of love and trust it has built with consumers.

The red smiles highlighted in the campaign’s visual world strongly reinforce the message across all channels:

“With Ülker, happiness is not far away—it is right beside you.”