Vegeta used to stand out in Central and Eastern Europe because it was one of very few spices mixes on supermarket shelves. Now it fights for attention with a battalion of competitors.
Grey Croatia was given the job of differentiating it. The agency discovered that Vegeta was not only an ordinary spice but also a tool created by a woman for women in their fight for gender equality. In the post-World War II era, women entered the workforce seeking economic independence and equal distribution of household chores. Professor Zlata Bartl invented Vegeta during this transformative period, in 1959. It significantly reduced cooking time and allowed even the least experienced men to create delicious meals.
Today, even though most women work, household chores remain unevenly distributed. So Grey’s campaign honours Vegeta’s origins with a limited-edition anniversary packaging to remind the whole family to share their household chores.
The graphic elements on the packaging reveal Vegeta’s rich history and status in popular culture. The packaging is also a physical gateway to a curated online collection of simple recipes created by the extensive Vegeta community. The packaging was designed as a tool for all those men who are still figuring out how to make the kitchen provided for them. It even includes step-by-step instructions for dishwasher use for dummies.
The limited-edition packaging is made of cardboard and aluminium and glue-free. Its design pays homage to the original metal packaging, often repurposed as the trinket storage tin. It was put on sale for one day only –march 8, International Women’s Day.
The packaging attracted 30 media coverages and sparked social media conversations because even after decades of struggle, household chores remain unfairly distributed between women and men. Moreover, the packaging had a direct impact on sales: +25% compared to March 2024 and March 2023, and +20% compared to March and February 2024.
Credits
Client: Podravka (Vegeta)
Head of Marketing: Sanja Garaj Miloš
Business Director: Krunoslav Bešvir
Marketing Director: Sanja Kelek
Manager: Kristina Perković
Head of Production: Emilija Sačer
Brand Director: Danijela Pošta Šikić
Communications Director: Majda Žujo
Marketing Manager: Helena Hraščanec
Creative Agency: Grey Croatia
Creative Director: Davor Bruketa
Copywriter: Lara Žučko
Head of Production: Anja Pečovnik
Head of Client Services: Maša Ivanov
Account Manager: Sanja Gumhlater
