SAF-Instant is a French yeast after the recipe of Lesaffre company, known from 1872. Its uniqueness is an ability to raise the dough quickly and effectively. For Ukrainian housewives, who bake at home a lot, French quality plays a major role, which also differentiates the product from its competitors.

The idea was based on a resourceful boy in the iconic three-cornered Napoleon hat, who reaches the delicious pies with "lift" made from a pot with some dough. Launching of the campaign was timed to Easter holidays, a period when every Ukrainian housewife bakes a traditional Easter home pastry.

The campaign started on the 4th of April, 2016 and got a lot of positive reviews.