Drugi jezik na kojem je dostupan ovaj članak: Bosnian
It is a shameful fact that Croatia consumes too little fresh fruit and vegetables. This was once again confirmed by the results of the national survey on adult eating habits recently conducted by the Croatian Food Agency. Women, for example, consume less than 100 grams of fruit a day, while men are at less than 70 grams, although the World Health Organization suggests about 400 grams of fruit and vegetables through five daily meals.
As the leading retailer in Croatia and the largest provider of fresh and domestic fruit and vegetables, Konzum decided to change this. How? Turning to the youngest, those for whom it is imperative to know all the benefits of fruit and vegetables, love it and begin to consume it in necessary quantities.
To achieve this, McCann team came up with Zdravoljupci – a group of seven cute characters who will attract children’s attention with song, dance and shenanigans. They will educate them about healthy eating and help them, together with their parents, to become healthy food lovers, first and foremost of fresh fruit and vegetables.
The campaign was conceived and realized in collaboration with agency McCann Zagreb, whose creative team gave life to characters, gave them names and designed them. In communication, they have used a proven formula – a catchy song – because once kids remember the verses, they will sing them at grocery stores, as well as at home when their mommy prepares broccoli they usually don’t like. They will sing like a broccoli, dance like a broccoli … and ultimately, they will find it easier to eat that broccoli. The song is already catching audience, judging from the number of views on Konzum’s YouTube channel.
“We are very pleased with the response to the campaign, as it became a ‘hit’ already in its first week. Since the beginning of the project, we have seen a great communication potential in our Zdravoljupci characters, but we were still pleasantly surprised when they collected nearly 200,000 views on YouTube in the first week online. It should be noted that the ‘Zdravoljupci’ sale begins these days, and we believe that the interest in this ‘healthy story’ will only grow. We hope that the popularity of these cute characters will also raise the popularity of consuming the right fruits and vegetables, especially among our youngsters, as this is the basic message of this campaign,” says Sandra Cindrić, Account Manager at McCann Zagreb.
Author of the lyrics is Kruno Hržić, the most experienced hip-hopywriter in McCann Zagreb’s office, who gave voices to eggplant Patrik, broccoli Branko and garlic Luka, client service director Saša Ivan voiced the carrot Mirko, and content manager Vlatka Mifka is the voice of banana Bela, pear Klara and strawberry Jana.
Interestingly, the demo track of the Zdravljupci song, which was supposed to serve just for the pitch of the idea, was so good that everyone loved it so much that it was unanimously decided to keep the demo song, without any further recording.
In addition to TV spots, customers will also meet Zdravoljupci in the stores, on social networks, in a special educational booklet, and through a series of other events that are to come.
Zdravoljupci from McCann were: Daniel Vuković (Chief Creative Director), Ivan Čepelak (Creative Director), Kruno Hržić (Senior Copywriter), Aleksandra Mudrovčić (Art Director), Emil Zelenko (Designer), Mirel Hadžijusufović (Art Director), Petra Gajica (Strategic Planning Director), Martina Jelić (Account Planning Director), Maja Tonković (Account Manager) and Sandra Cindrić (Account Director).
Production: Bunker, in collaboration with 3D animator Boris Gore
Music production: Davor Devčić – Daga.