Tnuva and ADIO celebrate Book Week
On the occasion of Hebrew Book Week , Tnuva is celebrating Book Week with an original podcast for children to create an extraordinary experience – a combination of beloved Israeli content with an everyday product found in every home. The result: the “Voice of Stories” podcast – Tuvia Tzafir reads exciting, funny, and imaginative Israeli stories to children.
On the occasion of Hebrew Book Week, Tnuva for the first time incorporated a dedicated podcast on its milk packaging. A QR code was printed on the cartons, which when scanned leads directly to listening to the podcast series “The Voice of Stories,” in which Tuvia Tzafir reads classic and contemporary Israeli stories to children ages 4–6.
The move is intended to enrich the daily consumption experience and combine a basic consumer product with accessible cultural content. The podcast is available on all listening platforms, and the packaging has become an extremely smart and accessible means of distribution. The move was through the advertising agency Blink and the content was produced and distributed by ADIO, as part of a move that connects the traditional media worlds with the digital world. Alongside a cross-format and cross-platform campaign to launch and promote listening on the Spotify Marketplace, podcasts and streaming audio channels, to ensure broad and targeted exposure.
Brief description of the move
- Production of a dedicated series of episodes, audio, video and social derivatives with Tuvia Tzafir, adapted for ages 4–6, available on all podcast platforms.
- Tnuva’s milk packaging features a unique QR code that leads to direct listening – so the experience starts at the breakfast table.
- A multi-format campaign on ADIO’s marketplace, with broad exposure to the brand and content, with the aim of increasing awareness and listening.
Why did it work?
- Innovation – connecting a basic consumer product and a digital content experience.
- Children’s full attention – podcasts provide moments of peace, concentration, and shared enjoyment for parents and children.
- Accessibility and simplicity – one scan of the cardboard and the story begins to play.
The result
The leading milk brand in Israel has succeeded in creating real added value for consumers – not just another product on the shelf, but an experience that enriches children’s imaginations, strengthens the cultural connection to Book Week, and establishes Tnuva as a smart, innovative brand connected to the worlds of content.
