Vegeta Celebrates 60 Years by Upgrading Design

Daniela Rogulj

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July 6, 2019 – For its 60th birthday celebration, Vegeta invited its consumers to become part of the brand’s history by taking part in a competition to create a unique Vegeta label. The winners of the competition, the 60 best-designed labels, were presented by a six-member jury on Thursday at the renowned Adriatic Grašo restaurant in Split.

Krunoslav Bešvir, director of Podravka’s Business Culture Program, revealed interesting stories from the 60-year history of Vegeta and presented a birthday campaign titled “Vegeta! 100% Original! 100% Mine!”:

“A 60th birthday is the ideal opportunity to freshen up the exterior because just as Vegeta encourages creativity in the kitchen, we also wanted its users to test their creativity by creating a label for its packaging.”

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Marinka Akrap, Director of Corporate Marketing and Communications of Podravka, presented the outstanding results of the campaign.

“We are delighted by the responsiveness of our consumers and the creativity they have shown in the design of the label. Over a month, more than 32,000 design proposals were received. 

Conducted in the markets of Croatia, Serbia, Bosnia and Herzegovina, Montenegro and North Macedonia, the competition saw applications from Australia, Austria, Belgium, Bulgaria, Denmark, Finland, Germany, France, Ireland, Italy, Slovenia, USA, Netherlands, Switzerland, Sweden, Kosovo, Canada, Greece and Norway.”

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“Vegeta looks better than ever,” said Davor Bruketa, Creative Director of the Bruketa&Žinić&Grey agency, expressing satisfaction with the design creations from all over the world, allowing users to express themselves creatively.

Aleksandar Šekuljica and Ivan Tandarić of the fashionable ELFS said: “Since design is our livelihood, it was a pleasure to review and evaluate the works and we believe that we have really chosen the best. Additionally, through designing T-shirts with the elements of the Vegeta, which are parts of our new collection, we have been allowed to give Vegeta a vision as a brand.”

Petar Grašo recalled that Vegeta accompanied him through life:” “Although lately, due to numerous obligations, I do not have time to cook as before, whenever I use Vegeta it is a safe road to deliciousness, so I am very pleased to join forces in the future and to work together on new projects.”

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The creators of the 60 best-designed labels will be particularly rewarded, and all of the design proposals received in the competition will be printed on the jars and on sale from October in the markets covered by the birthday campaign.

You can find the list of winners here.

To read more about lifestyle in Croatia, follow TCN’s dedicated page.


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