Sometimes, the most unforgettable stories don’t start with fireworks or fanfare. Some begin quietly—in the back of a cupboard, tucked in next to the salt and lentils.
Imagine reaching for a bag of alphabet pasta, ready to whip up something simple and cozy, only to realize you’re not just cooking dinner…
You’re also about to take part in a musical journey, a cultural revival, and possibly, the most delicious history lesson of your life!
Yes, this really happened… but not in a marketing meeting.
This happened at dinner tables in Croatia in March 2024—with a spoon.
When Pasta Sings
In the picturesque region of Međimurje, Croatia, folk songs—or “Popevke”—have long been the soul of the community for generations.
In fact, in 2018, these songs were inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
The condition?
They will only be able to keep this status IF people continue singing them.
The thing is, as time marched on and tastes (and Spotify playlists) evolved, these songs began to fade from the collective memory.
Oh no…
Thankfully, Marodi, a Croatian pasta brand, saw this as an opportunity not just to market its product but also to preserve the spirit of a region.
So, rather than launch another predictable campaign, they teamed up with the creative powerhouse Bruketa&Žinić&Grey to do something radically different.
Together, they asked:
“What if pasta could sing?”
Enter “A Soup to Remember: Songs That You Can Eat with a Spoon.”
This campaign turned alphabet pasta into edible lyrics and everyday meals into moments of cultural connection.
Photo from Grey
Here’s the beauty of the campaign: Marodi didn’t just tell people to care about tradition; the brand also invited them to taste it, spell it, and share it.
How?
By creating 200 copies of a limited-edition collection of five books, each one paired with bags of alphabet pasta!
Photo from Ads of the World
Inside those pages were time-honored folk songs from Međimurje… and within the pasta bags were the literal letters to spell the songs out.
COOL!
Children in schools and kindergartens were encouraged to play with their Marodi food—yes, with full approval from adults!
Kids spelled out verses in their bowls. Teachers shared stories behind the lyrics. Parents rediscovered the songs they once sang with their own grandparents.
Photo from Ads of the World
Simply said, the campaign strategy was GENIUS! It was a sensory, emotional, and hands-on way to embed tradition into the hearts of a new generation.
Spreading the Flavor: Going Beyond the Kitchen
The campaign was launched with local fanfare and support from the Međimurje County government.
In fact, the campaign made such an impact that November 28 was officially declared the Day of Popevka, a holiday dedicated to honoring the region’s folk songs.
Let that sink in: A marketing campaign sparked the creation of a new cultural holiday!
… and this wasn’t just a regional stunt; national and international media also picked up the story. Social media exploded with photos of pasta-shaped lyrics.
In other words, the public didn’t just “engage.” They also sang, cooked, posted, AND remembered.
What other results did Marodi generate through the campaign?
- The campaign reached a total of 80% of the national population in Croatia.
- Social media about “A Soup to Remember” 90% of the Međimurje region.
- Following the campaign, Marodi’s pasta sales went up by over 19%.
- “A Soup to Remember” became a Bronze Winner at the 2024 Cannes Lions Awards.
Congratulations, Marodi and Bruketa&Žinić&Grey!
The Final Scoop
Generally, guerrilla marketing is tough. After all, you’re competing with attention spans shorter than a TikTok loop, and everyone’s seen a “viral stunt” before.
However, this campaign succeeded because:
- It was deeply local – Instead of shouting, it whispered in the language of tradition.
- It was interactive – It let people touch, taste, and build the message themselves.
- It was emotionally resonant – Every spoonful was layered with nostalgia and honor.
- It transformed a product into an experience – The alphabet pasta stopped being just soup filler and became the medium of a story.
… and the best part?
It was FUN!
At a time when brands often scream to be seen, Marodi decided to sing softly with heart and through a spoon.
Basically, “A Soup to Remember” didn’t just sell pasta; it sold honor, history, laughter, memory, and belonging.
So, next time you’re stirring a pot of alphabet soup, ask yourself: “What song is in your spoon?”
Because if you’re lucky—really lucky—it might just be the taste of a marketing homerun.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
Powered by VX Dynamic
www.vxdynamic.com
