2026 / Employer branding

Kraš

Turning Kraš's sweetest products into the sweetest recruitment campaign

Services:
Creative Strategy
Copywriting
Art Direction
Photography

From strategy to standout job ads

After all the ingredients were brought together, we wrapped up the project by creating job ads for social media and job portals, giving candidates an easy way to find all the necessary qualifications, job requirements and key details in one place.

What did we do?

Our first stop was the break room… erm, figuring out why people would want to work at Kraš. Besides the obvious.

Finding the concept behind the slogan

Well, it turns out that “the obvious” was exactly what people were looking for — and exactly why they wanted to work at Kraš. A long-standing tradition and deep confectionery expertise, combined with the opportunity to work with outstanding people on amazing products — what’s not to love?

And just like that, we had our creative insight! It’s always great to work on and with something you love, so we created a slogan that also serves as a call to action: Radi što voliš (Do What You Love / Make What You Love).

Meaning of the slogan

In Croatian, the slogan has dual meaning. Both as “Do what you love,” but it can also be read as “Make what you love”, and those two key messages are exactly what we wanted to communicate to job candidates.

At Kraš, you can do what you love: work with people as an HR professional, with numbers in Finance, with machines as an electrician, or with cocoa in the factory. But at the same time, whatever you do, your work contributes to making all those sweets people love.

The sweet, sweet concept

It was important to showcase the wide range of roles people can work in at Kraš — from office positions and electricians to warehouse and sales roles, and, of course, confectionery jobs.

With this in mind, the concept ads needed to be designed in a way that made them instantly recognisable as both Kraš and the specific type of position being advertised, whether it was a factory or office role.

We therefore created a visual identity in which people are the focus, positioned at the centre. Both literally and figuratively. The CTA slogan and Kraš logo are placed on the right and left sides of the visual, respectively.

Categorizing the roles

To showcase as many flavours of the positions and people of Kraš, we categorised the job photos into six key groups: Office Support & Management, Electricians & Mechanics, Production Confectioners, Logistics & Supply Chain, Hospitality (Kraš Choco & Café), and Generic Job Ad (Open Application).

Each photograph clearly communicates where the role is based — whether in an office, logistics, hospitality or production environment. This also applies to the open application visuals, which always feature two people in the same frame: one who appears to work in an office-based role and another representing a core operational role.