Legendary fast food joint named brand of the year

Years ago Burek Olimpija was a typical Ljubljana fast food joint known mostly to locals as purveyors of delicious burek, a typical Balkan savoury pastry. In recent years, however, it has harnessed social media to such an effect that it has been declared the brand of the year at the country's largest advertising festival, a prize typically reserved for large corporate brands.

"Crazy," is how Burek Olimpija greeted the news on Facebook, where it has 14,000 followers. It also has more than 11,000 on TikTok and some 1,500 on Instagram.

The award, conferred on 15 June at the...