“Ikka viin, viin, viin, ikka viin, viin, viin” – this is the chorus of “Põdrakasvataja laul” by the Estonian cult band PS Troika. Inspired by this midsummer themed hit song, Maxima launched a grill campaign featuring spinning meats (aka Maxima’s grill hits) on a retrothemed vinyl record with the lyrics “IKKA GRILL, GRILL, GRILL!” Additionally, we created a separate prize wheel that played music and spun free products, which was featured in various Maxima stores. The campaign concluded with a prize draw featuring (world)famous artist.
