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Marodi, a pasta producer from Međimurje, has launched a campaign celebrating and preserving the region’s cultural heritage through a unique folksong collection. Created with Bruketa&Žinić&Grey Agency, the campaign features five volumes of Međimurje folksongs—Ljubav se ne trži niti kupuje, Dej mi, Bože, joči sokolove, Međimurje, kak si lepo zeleno, Vehni, vehni fijolica, and Klinčec stoji pod oblokom—each accompanied by an alphabet pasta packet containing the exact number of letters in the respective song. Building on the 2018 UNESCO listing of Međimurska popevka as intangible cultural heritage, the campaign promotes intergenerational knowledge transfer, regional language preservation, and cultural pride. Partnering with the Alliance of Croatian Cultural and Artistic Associations of Međimurje County, Marodi also initiated the declaration of a Međimurska Popevka Day to encourage educational activities celebrating these traditional songs. The campaign includes collaborations with Croatian acapella group Voxford, who recorded two reinterpretations, and invites kindergartens to participate via Marodi’s social platforms, reinforcing the brand’s commitment as a custodian of local heritage.
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