Brief

The Beskidzkie brand was established in 1993 and is still an entirely Polish and family-owned company. Its history began with the production of Beskidzkie Paluszki, which has been a leader in the salty snacks segment for many years.

In April, the company introduced a new line of snacks for children called Beskidzkie Misiaki. The products are made from selected ingredients. They contain no preservatives or artificial colouring, and their undoubted advantage is the addition of multi-flower honey. For the sake of younger consumers, the snacks also have a reduced salt content.

As part of the successful tender, Walk Digital faced the task of creating a holistic advertising strategy, building the image of the new brand and reaching a potential target group.

Solutions

CONCEPTION AND IMPLEMENTATION

In order to effectively engage young recipients and their parents, we used the brand hero, Misiak Beskidzki, in our communication. Our Misiak is a type of explorer, looking for challenges and a companion for common games. That is why in advertising activities he appears as a character leading children through the world, answering difficult questions about nature, which parents have to face every day. We set ourselves the goal not only to entertain the youngest recipients, but also to educate them. So we created short videos answering questions of young recipients and a 40” spot broadcast on YouTube.

We started advertising activities by preparing POS communication. Misiak stands were placed in retail outlets, products were marked with competition wobblers and stickers. We reinforced the advertising message with billboards.

The core of the campaign was a specially designed and created landing page www.pakamisiaka.pl, where traffic from the display campaign was directed. Using the landing page, children can deepen their knowledge through play, and also take part in a drawing competition. The whole thing was complemented by PR and influencer marketing activities.

Result

During the two months of the Beskidzkie Misiaki campaign, we recorded 17,582,504 views of our ads. We redirected over 57,525 users to the competition page, achieving a very low bounce rate of 8%. During the campaign, we also improved the results of the Beskidzkie brand on the Facebook channel – we doubled the daily reach of posts and Interactivity. Additionally, we collected 471 competition entries.