PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home News

Singing produce from McCann’s garden in new Konzum campaign

The most experienced hip-hopywriter in the agency McCann Zagreb, Kruno Hržić, 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

23/08/2018
in News
3 min read
Singing produce from McCann’s garden in new Konzum campaign 7

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.

 

1 of 7
- +
Singing produce from McCann’s garden in new Konzum campaign
Singing produce from McCann’s garden in new Konzum campaign 1
Singing produce from McCann’s garden in new Konzum campaign 2
Singing produce from McCann’s garden in new Konzum campaign 3
Singing produce from McCann’s garden in new Konzum campaign 4
Singing produce from McCann’s garden in new Konzum campaign 5
Singing produce from McCann’s garden in new Konzum campaign 6

1.

2.

3.

4.

5.

6.

7.

CREDITS

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.

Tags: KonzumMcCann ZagrebZdravoljupci
ShareTweetShare

Related Posts

News

Golden Effie & a whole spectrum of Ideja X prizes for McCann Zagreb

21/09/2021
Young Leaders

Young Leaders – Nina Jocić, Universal McCann Zagreb: There’s no better job than the one you truly love

09/05/2019
News

McCann Zagreb kicks out all that is unnecessary in new campaign for bonbon

26/04/2019
Young Leaders

Young Leaders– Ines Kalinić: Currently I see no other industry that could attract me so much that I would turn my back on advertising and take a different path

17/04/2019
Iva Bokšić is the new director of strategic planning at McCann Zagreb
News

Iva Bokšić is the new director of strategic planning at McCann Zagreb

04/03/2019
Creative Directors of I&F Grupa share their favorites of this year’s Super Bowl
News

Creative Directors of I&F Grupa share their favorites of this year’s Super Bowl

08/02/2019
Next Post
BalCannes Stories Behind the Projects: Casting; agency Señor

BalCannes Stories Behind the Projects: Casting; agency Señor

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.