Hrv
29 Mar 2024.
media: #campaign client: #Marodi sector: #food

One of a kind folksong collection as a symbol promoting the tradition of Međimurje

The campaign promoting the preservation of Međimurje tradition features five folksongs packaged together with alphabet pasta packets containing exact verse letters

Marodi is a pasta producer from Međimurje. Since its foundation the company has always been centering in quality as the most important value of its business story. The pasta production began in 1992 in a small town of Domašinec in Međimurje, and ever since Marodi has successfully positioned itself as a brand striving to preserve the traditions of Međimurje region.

After last year’s packaging rebrand and redesign of Marodi’s full product line, this year Bruketa&Žinić&Grey Agency was tasked with designing Marodi’s campaign aimed at promoting Međimurje culture and language, intergenerational knowledge transfer and Marodi brand.

In 2018 Međimurska popevka, a folksong from the Međimurje region, was inscribed on the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, to remain safeguarded for as long as it is performed. In order to contribute to the preservation of Međimurska popevka, a limited collection of five volumes of Međimurje folksongs was designed, each volume including a special Marodi alphabet pasta packet with the exact number of letters contained in the respective folksong.

The collection has five folksongs, i.e. volumes: Ljubav se ne trži niti kupuje (in English: You can’t sell or buy love), Dej mi, Bože, joči sokolove (in English: God, give me the eyes of a falcon), Međimorje, kak si lepo zeleno (in English: Međimurje, you are so beautifully green), Vehni, vehni fijolica (in English: Wilt, wilt my violet) and Klinčec stoji pod oblokom (in English: Young boy is standing beneath the window).

Teamed up with the Alliance of Croatian Cultural and Artistic Associations of Međimurje County, Marodi also initiated a campaign to declare the Međimurska Popevka Day. This initiative is aimed at determining a date on which every year the local authorities will encourage various activities to promote the Međimurje folksongs across educational institution, ensuring intergenerational knowledge transfer, preservation of Međimurska popevka and its status on the UNESCO’s Representative List.

The campaign also featured collaboration with the famous acapella group from Croatia, Voxford, who made a recording of their own two reinterpretations of Međimurska popevka.

“We live in times of great changes the pace of which is accelerating even faster, which is why the preservation of cultural heritage has never been more important. Međimurska popevka is a paragon of Međimurje tradition. It has always been written and performed here, to mark the small joys of life as well as those great moments in life. For that very reason, as a 30-year-old local pasta manufacturer, we want to be the custodian of the rich heritage of Međimurje region,” said Antun Marodi, Brand Manager at Marodi Company.

The afore-mentioned Alliance and Marodi invite kindergartens to get involved in this Save Međimurska Popevka mission. The interested kindergartens can apply online using Marodi social platforms by March 31, and the Alliance will help them promote Međimurska popevka among the youngest.

 

Media
campaign
sector
food
Client
Marodi
Project team
MARODI
Brand Manager: Antun Marodi
General Director: Stjepan Marodi

B&Ž&G
Creative Director: Nikola Žinić
Creative Director: Ivo Payer
Art Director: Andrea Knapić
Account Director: Roberta Kranjec
Account Manager: Karla Jurič
Head of Pre-Press/DTP: Radovan Radičević
Head of Video Production: Anja Pečovnik
Video Animator: Tvrtko Karačić
Copywriter: Lara Žučko
Designer: Toni Buršić
Head of Social Media: Tatjana Komljenović
Senior Social Media Manager: Dunja Vuletić
Account Manager: Petra Peršić Blažičko
Partners
PR: Manuela Šola, Kristina Gotovac,
Magdalena Hegedić (Komunikacijski laboratorij)
Illustrator: Manuel Šumberac
Photographer: Domagoj Kunić
Press and Production: Sonja Šućur (Cerovski)
DOP and Videoproduction: Sandro Sklepić

GREY GLOBAL
President Grey Latam: Diego Medvedocky
Global Head of Creative Excellence: Maru Sokolowski
Senior Creative Manager: Catrina Ramos
Global Craft Partner: Costanza Rossi
Global Production Partner: Jessica DeVirgilis
Global Chieff Creative Officer: Gabriel Schmitt
Chief Communications Officer: Vonda LePage
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