In an age of global communication and viral campaigns, we often overlook the impact of messages rooted in local culture. The campaign “Priča koja vrijedi svakog slova” (A Story Worth Every Letter) proved that local heritage can be a powerful tool for building an authentic, emotional, and sustainable brand image.

How the Story Began – Fusion of Culture, Design and PR

The campaign was inspired by the inclusion of Međimurska popevka (Međimurje folk song) on UNESCO’s List of Intangible Cultural Heritage. To keep the heritage alive and present, Marodi, in collaboration with creative agency Bruketa & Žinić & Grey and PR support, developed a concept that combined pasta and poetry — letter by letter. The result was a limited-edition collection of folk songs, each paired with a Marodi pasta package containing the exact number of letters used in the song.

Key Elements of the Campaign

Branding Through Cultural Context

Marodi didn’t just promote a product — it became a messenger of local identity, positioning itself as a culturally responsible brand that communicates values beyond taste and price.

Community Engagement

The campaign united various community groups:

• Kindergartens and schools
• Cultural associations and grandmothers
• Local influencers and musicians

This was not just a campaign about heritage — it inspired people to live it.

Multimedia Approach

The campaign utilised video content, social media, print, and local radio to make the folk song accessible, alive, and widely shared.

Proclaiming the Međimurje Folk Song Day

As a direct result of the campaign, Međimurje County officially declared the Day of Međimurska Popevka — a day when songs are performed in schools and kindergartens, ensuring the tradition continues through new generations. This is a case where PR didn’t just create visibility, it led to real social and legislative change.

The Power of Branding Through Local Heritage

1. Emotional connection – local stories evoke a sense of belonging
2. Differentiation – cultural storytelling makes a brand authentic and memorable
3. Social relevance – the brand becomes a driver of change, not just a marketer
4. Media appeal – cultural narratives open doors to earned media and awards

Cannes Lions – When Heritage Goes Global

The campaign reached beyond Međimurje and Croatia, gaining international recognition and winning awards — including at the prestigious Cannes Lions Festival. It became the first Croatian PR project to win a Lion, not for its budget, but for being authentic, local, meaningful, and emotional.

Lessons for Brands and Agencies

• Don’t shy away from the local – it’s your strength, not your weakness.
• Share the credit – real success is built together with associations, the public, and institutions.
• Communicate purpose, not just product – people support brands that make a difference.
• Culture + creativity + PR = long-term impact.

Local Is the New Global

The campaign “Priča koja vrijedi svakog slova” showed that branding through local cultural heritage is not only relevant — it’s desirable, effective, and award-winning. When a brand dares to be part of its community, to learn from it and grow with it, that’s when a campaign is born that truly lasts. And yes, it’s worth every letter.