We have explored a bit more about the story of small plush toys that have promoted healthy eating habits among children in many countries around the world, and which are now coming to Bosnia and Herzegovina for the first time, thanks to Konzum BiH.
These plush toys were originally designed by TCC Global, one of the world’s leading retail marketing agencies, operating in more than 50 countries through a network of offices on four continents.
Their original name is The Goodness Gang, and each of the characters has its own “super power”, which reflects the health benefits it provides. For example, Carrot Maki has X-ray vision, thanks to high levels of vitamin A, and Banana Beti has super speed, thanks to the natural sugars and potassium in bananas. The ultimate goal of these cute characters, and of all the campaigns that revolved around them, has always been promoting healthy lifestyles, and consumption of more fruits and vegetables among children.
Their potential has been recognized by numerous retail chains in Ireland, Netherlands, Austria and elsewhere, and last year, Zdravoljupci were first brought to our region by Konzum in Croatia.
Concrete results best illustrate how justified this decision was. During the campaign in Croatia, sales of fruit and vegetables in Konzum jumped by 15%, with marked items at discount prices brought special points that brought discounts when buying the plush toys. Apart from the sales result, over 500,000 Zdravoljupci plushies found themselves in the hands of kids, overshooting the plan by whopping 67%. The official spot of the campaign was a huge hit on the social networks. On YouTube alone, the video had more than 4.7 million views! It’s no surprise, therefore, that the lyrics were hummed by parents and children alike. Also unsurprisingly, the campaign last week won the Golden Effie at Days of Communications in Croatia!
The spot has now been adapted for the market of Bosnia and Herzegovina. Konzum collaborated with the RSG media, which conducted the recording and voice dubbing in March. Characters like Broccoli Roko, Banana Beti, Strawberry Lola and others were voiced by anchors of RSG radio, Antenna Sarajevo and Radio MIX.
Media Marketing brings its readers an exclusive first look at this spot, which is now available on the social networks of Konzum BiH. It will hit the air on TV stations across Bosnia and Herzegovina on Monday, 08 April.
Check out the behind the scenes video as well:
We wanted to know a little bit more about the atmosphere at the recording, so we contacted the Director of Marketing at RSG radio, Fadila Janjoš: “We’ve been humming this catchy song for days, figuring out who could voice the banana, carrot, broccoli, garlic… The first one to choose their character was Ena Tahirović – a host at Antena Sarajevo with a long singing experience. Her example encouraged others to tackle this challenge. Ena’s voice is behind the Banana Beti. Zdravoljupci were not just a job for us. We utterly enjoyed this task, and it reminded us of healthy eating habits.
Every day since the recording, one of the colleagues brings fresh fruit from Konzum, so our days at RSAG Media could start on a healthy note.”
Haris Arnautović, Head of Marketing Sector at Konzum BiH, told us that it was not just the people at RSG Media who caught the infectious energy of these plushies:
“From the moment when we purchased the Zdravoljupci project license at the end of last year, the euphoria took over the team working on the project, and quickly swept the employees across the company. We all eagerly await April 8, when Zdravoljupci will officially come to the Konzum stores in BiH. We transferred our euphoria to the RSG Media Group crew, when we recorded the song ‘Zdravoljupci’, as well as to numerous partners, media, suppliers and associates with whom we will successfully implement this project. We are happy that Konzum is the first company to bring this kind of project to Bosnia and Herzegovina, and we believe that it will be fun for children to play with the plushies, and through play and fun increase their intake of fruits and vegetables on a daily basis, ultimately improving their healthy habits.”
The official video of the campaign will appear on TV screens across Bosnia and Herzegovina on April 8th, and the same day the toys will roll out on shelves of Konzum BiH. The campaign will also include elements for social media, POS marketing, OOH and radio.