Challenge:

Remind consumers that Podravka marmalades are not just delicious, but also packed with more fruit than they expect — and show this in a way that feels natural, joyful, and visually irresistible.

Our idea:

“More fruit than you think. More joy than you expect.”

We wanted to shift the focus from just taste to content — highlighting the richness of real fruit in every spoonful. The idea was to celebrate simple everyday moments made better with something as honest and full as Podravka marmalade.

Creative execution:

A series of warm, beautifully shot scenes shows people of all ages enjoying marmalade at breakfast, in baking, or straight off the spoon. Slow close-ups of texture and vibrant fruit pieces make the quality shine through. A gentle voiceover delivers the key message, while soft, uplifting music wraps the spot in comfort and freshness.

Why does it work?

Because it doesn’t shout — it shows. The campaign builds trust with elegant honesty. The visuals appeal to both emotion and appetite, and the clear message (“more fruit than you think”) elevates a familiar product into a surprisingly rich experience.