#Agriculture #Serbia #Health

  • Plum GlobalCom PR Network
  • Plum GlobalCom PR Network
  • Plum GlobalCom PR Network
  • Plum GlobalCom PR Network
  • Plum GlobalCom PR Network

The Brief

ZaDruga is the brand of the social enterprise Agro Iris – a firm designed to help small and medium-sized agricultural producers from rural areas across Serbia. Smart Vision was tasked with fostering the perception that Agro Iris’ products are healthy snacks because, unlike most other products, they did not contain added sugar or fructose.

The Creative Approach

  • Smart Vision initially created a brand concept on the origins of ZaDruga, meaning  “for a friend
  • the new brand concept fostered a communal spirit
  • despite having no advertising budget, Smart Vision persuaded online and local papers to grant them advertising free of charge
  • media outlets were interested in the topic and the brand itself, largely because of ZaDruga’s emphasis on community

Smart Vision initially created a brand concept that built upon the historical origins of ZaDrugas. In Serbia’s past, agricultural households were joined together in associations called Zadrugas. The word Zadruga means “for a friend.” The new brand concept thus fostered a communal spirit. Armed with this brand conceptualisation, and despite having no advertising budget, Smart Vision persuaded online and local papers to grant them advertising free of charge. Media outlets were interested in the topic and the brand itself, largely because of ZaDruga’s emphasis on community.

The Results

  • ZaDruga products entered 2 main retail chains in Serbia and over 50 smaller healthy food stores