A soup to remember

First name: Antun Last name: Marodi Company: Marodi d.o.o. Position: Brand Manager Role on this Entry: Brand Manager Email: antun.marodi@marodi.hr First name: Stjepan Last name: Marodi Company: Marodi d.o.o. Position: General Director Role on this Entry: General Director Email: stjepan.marodi@marodi.hr First name: Nikola Last name: Žinić Company: Bruketa&Žinić&Grey Position: Chief Creative Officer Role on this Entry: Creative Director Email: nikola.zinic@grey.com First name: Ivo Last name: Payer Company: Bruketa&Žinić&Grey Position: Creative Director Role on this Entry: Creative Director, Screenwriter Email: ivo.payer@grey.com First name: Andrea Last name: Knapić Company: Bruketa&Žinić&Grey Position: Art Director Role on this Entry: Art Director, Designer Email: andrea.knapic@grey.com First name: Roberta Last name: Kranjec Company: Bruketa&Žinić&Grey Position: Account Director Role on this Entry: Account Director Email: roberta.kranjec@grey.com First name: Karla Last name: Jurič Company: Bruketa&Žinić&Grey Position: Junior Account Manager Role on this Entry: Account Manager Email: karla.juric@grey.com First name: Radovan Last name: Radičević Company: Bruketa&Žinić&Grey Position: Head of Pre-Press/DTP Role on this Entry: Head of Pre-Press/DTP Email: radovan.radicevic@grey.com First name: Anja Last name: Pečovnik Company: Bruketa&Žinić&Grey Position: Head of Video Production Role on this Entry: Head of Video Production Email: anja.pecovnik@grey.com First name: Tvrtko Last name: Karačić Company: Bruketa&Žinić&Grey Position: Video Animator Role on this Entry: Video Animator & Editor Email: tvrtko.karacic@grey.com First name: Lara Last name: Žučko Company: Bruketa&Žinić&Grey Position: Copywriter Role on this Entry: Copywriter Email: lara.zucko@grey.com First name: Toni Last name: Buršić Company: Bruketa&Žinić&Grey Position: Designer Role on this Entry: Digital materials designer Email: toni.bursic@grey.com First name: Tatjana Last name: Komljenović Company: Bruketa&Žinić&Grey Position: Head of Social Media Role on this Entry: Head of Social Media Email: tatjana.komljenovic@grey.com First name: Dunja Last name: Vuletić Company: Bruketa&Žinić&Grey Position: Senior Social Media Manager Role on this Entry: Senior Social Media Manager Email: dunja.vuletic@grey.com First name: Petra Last name: Peršić Blažićko Company: Bruketa&Žinić&Grey Position: Account Manager Role on this Entry: Account Manager First name: Manuela Last name: Šola Company: Komunikacijski laboratorij Position: General Manager Role on this Entry: General Manager Email: manuela.sola@komunikacijskilaboratorij.com First name: Kristina Last name: Gotovac Company: Komunikacijski laboratorij Position: PR Senior Role on this Entry: PR Senior Email: kristina.gotovac@komunikacijskilaboratorij.com First name: Magdalena Last name: Hegedić Company: Komunikacijski laboratorij Position: Communication Assistant Role on this Entry: Communication Assistant Email: magdalena.hegedic@komunikacijskilaboratorij.com First name: Manuel Last name: Šumberac Company: Freelance Position: Illustrator Role on this Entry: Illustrator Email: manuel.sumberac@gmail.com First name: Domagoj Last name: Kunić Company: Domagoj Kunić Photography Position: Photographer Role on this Entry: Photographer Email: domagoj@domagojkunic.com First name: Sonja Last name: Šućur Company: Cerovski Print Boutique Position: Head of graphic production Role on this Entry: Head of graphic production Email: sonja@printcerovski.com First name: Sandro Last name: Sklepić Company: Freelance Position: DOP and Videoproduction Role on this Entry: DOP and Videoproduction Email: sandro.sklepic@gmail.com First name: Diego Last name: Medvedocky Company: Grey Latam Position: Global Creative Partner Role on this Entry: Global Creative Partner Email: diego.medvedocky@grey.com First name: Maru Last name: Sokolowski Company: Grey Position: Global Head of Creative Excellence Role on this Entry: Global Head of Creative Excellence Email: maru.sokolowski@grey.com First name: Catrina Last name: Ramos Company: Grey Position: Senior Creative Manager Role on this Entry: Senior Creative Manager Email: catrina.ramos@grey.com First name: Costanza Last name: Rossi Company: Grey Position: Global Craft Partner Role on this Entry: Global Craft Partner Email: costanza.rossi@grey.com First name: Gabriel Last name: Schmitt Company: Grey Position: Global Chieff Creative Officer Role on this Entry: Global Chieff Creative Officer First name: Emiliano Last name: Alvarenga Company: Grey Position: Grey Global Producer Role on this Entry: Grey Global Producer

Background & Idea In Croatia, “Popevka” - Međimurje folk songs have been sung for generations. The songs are protected by UNESCO but under one condition: the status only remains if generations continue singing them. Marodi Pasta believes that cooking brings generations together. So, how can a bowl of pasta help preserve a centuries-long tradition? We turned one of our products, beloved by children - the alphabet soup pasta, into an intergenerational tool for passing on the songs. Strategy & Execution The campaign utilized alphabet pasta as a creative product to represent the verses of Međimurska popevka folksongs. A collection of five books, each containing a small package of alphabet pasta, was created, with the exact number of pasta letters for the verses of one folksong represented in the book. A limited edition of 200 books was issued, with each of the books being 90% handmade. Every book became a media and a unique tool in engaging with the target audience - relevant stakeholders as the key message promoters and children as the main foundation of local heritage preservation. The campaign primarily had a local scale and was implemented through social media, Međimurje nursery schools, and collaboration with relevant local stakeholders. Results • THE MAIN GOAL of the campaign - 28th of November proclaimed as The Day of Međimurska popevka • SOCIAL MEDIA - in three weeks, nine out of ten people in Međimurje region saw Marodi's social posts at least three times during the campaign. • PR CAMPAIGN - in 20 days, According to SimilarWeb data, PR campaign potentially reached 80% of the national population through over 50 media coverages •MARODI SALES INCREASE - In the period of campaign (15.3.-30.04.), there was  32% sales increase compared to the same period from last year.