The first spice blend for Slovenian dishes
Creative idea
In Slovenian stores you can find Asian, Mexican, Italian and other spice blends but not a Slovenian one. To mark Maestro’s 70th anniversary, we decided to create it. We invited people to digitize handwritten family recipes through an AI tool, collecting 7571 entries. AI identified the most common spices, which Masterchef Bruno Šulman then refined into the first Slovenian spice blend. To honor tradition, the bottle features a national ornament by ethnographer Jože Karlovšek. From now on, the first Slovenian spice blend — born from heritage, technology, and the people — is available on shelves across the country.
Brand name: Maestro
Advertiser / client: Podravka d.o.o
Product / service: Food
Campaign name: The first spice blend for Slovenian dishes
Agency network: INDEPENDENT AGENCY
Agency: Agencija 101
Media agency: OMD Slovenija
Digital agency: Agencija 101
Web address: https://scepec-navdiha.com/slovenski-okus/
Executive creative director: Matjaž Germ
Creative director: Eva Gjörek
Art director: Miha Grobler
Copywriter: Urška Čuk
Designer: Ivana Katarina Milinković: Matic Strgar
Account director (agency): Tina Slivnik
Client account director: Tanja Jelača
Media director: Nastja Poljšak
Strategic planner / strategist: Uroš Svenšek
Illustrator: Jože Karlovšek
Digital production: Agencija 101
Digital strategist: Uroš Svenšek, Hana Klemen Godina, Maša Erčulj
Event production: Fabulatorij
Additional company: Danijela Medič, Aljoša Drnovšek, Minela Jelečević, Ajda Lah , Katarina Karlovšek, Kristina Zidar, Lara Raztresen, Mitja Grebenjak, Jan Zidar, Danijel Filipovič, Matej Peternel.
