Digital activation for Vegeta’s new product
Link copied! 01 INTRO
How many times have you heard not to play with your food?
What about painting with it? That’s what we invited our users to do – digitally.
To introduce Vegeta Natur seasoning pastes, we’ve worked with our client Podravka to create a playful, interactive campaign combining creativity and cooking.
These pastes are a quick and natural cooking solution and they solve everyday kitchen problems: like chopping, garlic-smelling hands and onion-induced tears.
Link copied! 02 the challenge
Link copied!Get to know seasoning pastes
Podravka identified a gap in the market. While consumers value quick and natural cooking solutions, they were unfamiliar with using seasoning pastes as a substitute for fresh ingredients.
Our task was to introduce this innovative product in a way that was engaging, educational and unforgettable.
Link copied! 03 the idea
Link copied!Creativity unleashed
Decision was made – to put the paste tube directly into our audience’s digital hands. Using a playful contest, we invited users to design their own plates using the vibrant colors of Vegeta Natur pastes.
This combination of cooking and creativity not only engaged users, but also created a tactile association with the product’s benefits.
To make the contest even more fun:
Winners would receive a physical plate printed with their unique design, alongside prizes like iPads and gift bags. In total, 35 prizes were up for grabs.
Link copied! 04 implementation
Link copied!How it came to life
1. Seamless landing page experience
The prize contest was prominently featured on the landing page, allowing users to participate with minimal effort. Using Fabric.js, the interface made it easy to select colors, draw on the plate template and submit designs with a simple, intuitive flow.
2. Gallery & social sharing
Participants could showcase their designs in an online gallery, fostering a sense of community and pride. A share button encouraged users to spread their creativity on social media, driving further engagement.
3. Playful interactivity
We replaced the traditional cursor with a visual representation of the Vegeta paste tube, making the digital drawing experience closely mimic the product’s real-world functionality.
GOALS
- Introduce Vegeta Natur seasoning pastes as a convenient and natural cooking solution.
- Educate a 25+ target audience on the benefits of seasoning pastes.
- Drive engagement through interactive and creative digital activities.
- Achieve at least 1,000 campaign applications to establish product awareness.
RESULTS
- Audience engagement: User participation and creative submissions, demonstrating strong interest in the product and campaign.
- Plates Printed: Five unique plate sets for contest winners
- Applications: Achieved: 6,936 (+593.6%)
Through this campaign, Vegeta Natur seasoning pastes weren’t just introduced as a product but as a creative tool that brings convenience and joy back to the kitchen.
PROJECT TEAM
PODRAVKA
- Project Lead – Nikolina Pozder
ENTERWELL
- Development Lead – Filip Marenčić
- Design Lead – Petra Kovačević
- Copywriter – Lorena Ouahchia
- Project Manager – Dina Perković
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