The creative idea was to promote and preserve the cultural heritage of Međimurje, Croatia, through a unique and engaging approach that resonates with the local community. We utilized alphabet soup pasta as a creative product: Marodi created a collection of five books, each containing a small package of pasta with an exact number of letters for one song represented in the book. This creative idea celebrates culture and encourages intergenerational knowledge transfer by making it engaging for younger generations to learn about their heritage. The campaign goal was to declare Međimurska Popevka Day by the local government, and we succeeded. The collaboration with public figures and numerous activities helped making a connection with the target audience, and the unique approach helped in reaching the reason why we created this campaign: to preserve the cultural heritage of Međimurje, but in an organic way, by making generations spend time together and collaborate.