Companies use marketing and marketing activities to inform and communicate with consumers.The most important role in the marketing of a company is marketing communication which is the foundation of every marketing campaign. Each marketing campaign is different and in its planning, implementation and evaluation participate a large number of participants which join their efforts to achieve the goals set while creating a marketing campaign. Companies in their business bring together a team of marketing experts which via marketing campaigns help build a company's image and strengthen the position of the businesses in the market. These are the people who have a task to research the market and identify ways in which companies can reach consumers through marketing campaigns.Among the most prominent marketing campaigns in recent years in the Republic of Croatia is the campaign of Konzum plus carried out from August 23 to October 28, 2018 under the name "Zdravoljupci". The main characters of the marketing campaign were seven plush toys called Zdravoljupci who through communication activities conducted via online and offline communication channels communicated with the target group, children, and encouraged them to consume fruits and vegetables. The results achieved in the campaign are impressive. In three months, the campaign achieved remarkable results and triggered a real revolution in the consumption of fruits and vegetables with the youngest. Konzum plus made substantial financial gain from the campaign, attracted new consumers and increased awareness of the importance of daily consumption of fruit and vegetables within all age groups.