GPM Reklama and OMD's TNT show for Papa Mozhet reaches 12M viewers, sales up 10%

September 2, 2026 · adindex

Papa Valera and his daughter Mira, the on-screen faces of meat-processing brand Papa Mozhet, cooked simple dishes from the product line together in ten 90-second episodes of Gotovim Vmeste s Papa Mozhet, a sponsored inter-program show GPM Reklama built for TNT with agency group OMD. Each episode covered a different product in the line, and the show became its own branded format inside TNT's inter-program slots, replacing the standard sponsorship bumper. Over three months, TNT aired 10 premiere episodes and 20 reruns, reaching 12 million viewers whose core demographic, men and women aged 25 to 49, matched the brand's target audience.

Sales rose 10% among viewers exposed to the show, compared with a control group that saw no sponsored content, giving GPM Reklama and OMD a measurable link between the branded format and business results for a brand that already leads its category on awareness. OMD's Irina Berezina said that once a brand tops recall in a cluttered category, further growth comes from continuity: reusing familiar characters and visual codes let audiences register the brand at moderate ad weights. The case gives media planners a template for turning inter-program slots into owned branded media, pairing channel audience fit with recurring characters to extend a single campaign into an ongoing story.