This year, Vegeta celebrated its 65th anniversary. However, while some might expect it to be time for retirement, Vegeta decided to do something completely innovative for its birthday to prove that its time is still to come. Although it has been a staple seasoning in every kitchen for generations, Vegeta is aware that change is essential to connect with a younger audience.
Therefore, instead of a classic campaign, it was decided to approach this “problem” in a fresh way. A new packaging was designed, accompanied by a bold digital campaign bridging the gap between traditional household items and modern trends.
In collaboration with jewelry designer Maja Miletić and the agency Bruketa&Žinić&Grey, an innovative packaging was created – a silver Vegeta ring. This ring is not just a fashion accessory but a symbol of Vegeta’s commitment to innovation and constant connection with its target audience.
Influencers helped present the Vegeta ring as the perfect solution for every meal, anytime, anywhere. A competition was launched to inspire users’ creativity and engagement, featuring exciting prizes.
The campaign culminated with a display of the rings at the Elfs fashion show, solidifying Vegeta’s place in contemporary culture. With Vegeta, everything tastes better – not just a meal but every situation.
Vegeta has proven that it’s not just a seasoning that makes every dish tastier, but a brand that can adapt and remain relevant, no matter what the future holds.
https://vimeo.com/1024372539?share=copy
PROJECT TEAM:
Podravka
Corporate Marketing Director: Sanja Garaj Miloš
Culinary Program Marketing Director: Sanja Kelek
Category Manager in the Culinary Program: Kristina Perković
Production and Creative Department Head: Emilija Sačer
Meal Additives Category Manager: Dunja Milošić Odobašić
Marketing Specialist for Western European Markets: Nikolina Pozder
Marketing Specialist: Ela Ljubić
Bruketa&Žinić&Grey
Creative Director: Davor Bruketa
Client Relations Director: Maša Ivanov
Social Media Team Lead: Tatjana Komljenović
Art Director: Andrea Knapić
Project Manager: Sanja Gumhalter
Social Media Manager: Marija Polimac
Partners
Crew – Iva Zelenika, Dario Marčac
Izone – Leon Tetec
