Zagorka Special launched limited-edition cans and bottles with visuals dedicated to emblematic locations in Silistra, Veliko Tarnovo, Pleven, Balchik, Dobrich and Stara Zagora. With this it turned the attention toward the good in the cities and also supported local cultural tourism. Zagorka Special showed that in Bulgaria there are many a different beautiful places for discovering and visiting, with which we can be proud. In order to support “The Good is Everywhere”, Zagorka made improvements at locations in Silistra, Veliko Tarnovo, Pleven, Balchik and Dobrich, which turned into places where people come together to meet with friends and close ones and have a nice time. For the opening of each locations, organized was a special event for the people in each city.

Active people aged 25-49, seeking true and authentic experiences, knowledge and every day novelties. They live in harmony with who they are, love to share and be heard, because they consider themselves as knowledgeable and socially responsible. They believe this is the way forward. They are beer connoisseurs, who like beer brands, linked to brewing traditions and quality standards.

“The Good is Everywhere” campaign was active in the period July – September 2023, via TV, events – 21 July (Silistra), 22 July (Veliko Tarnovo), 23 July (Pleven), 24 August (Dobrich), 25 August (Balchik), the Beerfest 30 August – 3 September (Stara Zagora), local radio, local outdoor, national consumer promotion at Zagorka website.

Zagorka has a long-term strategy for supporting socially significant topics and in the last years has proven to give boost to the “Good is here” (in art by supporting Bulgarian artists: Nisimo and Ivan Shopov; supporting Bulgarian national dances with “Taratantsi” foundation; support for Bulgarian history and tourism via the project “Bulgaria on the palm of your hand”). In order to boost cultural tourism – we dedicated the packaging of our Zagorka Special to 6 cities, and we chose sights people are proud of and locations, where they gather together. Beer is a social drink, thus for us it was important to support not only the cities, but also the togetherness in them. People reached via targeted communication in the social and digital platforms of Zagorka brand. Shot were special videos, which show the very locations to which the packaging of Zagorka is dedicated (bottles and cans). PR toward national and regional media with achieved over 30 publications. We created also a final video bringing together all the locations, which can bee seen among other places, also at the corporate FB page of ZAGORKA company https://www.facebook.com/ZagorkaHeinekenCompany/videos/6993554054757

Zagorka chose key locations in need of improvement. Where necessary bins were placed, benches in bad condition were removed and new installations placed on which one can comfortable sit. There are also places where you can leave your drink. The old buildings and substations turned into beautiful graffiti made by local graffiti artist, which upgraded the endeavors made. In order to celebrate “The Good”, Zagorka organized events at the locations it made improvements to, invited different local performers, municipality reps, who supported the locations’ improvement, and of course all people, who wanted to celebrate with Zagorka the moto of the campaign, that “The Good is Everywhere”.