Solutions

In our strategic and creative proposal, we focused on blending tradition with modernity. The heroes of the campaign were characters well-known from Polish legends and associated with specific regions of our country. These included the Mermaid, Neptune, Janosik, the Świętokrzyska Witch, the Wrocław Dwarfs, and the Lajkonik.

Our legendary heroes humorously and contemporarily encouraged people to come to the Polish Cuisine Week and experience Polish dishes— not only regional ones but also surprisingly experimental creations. The campaign was accompanied by the slogan: “A nóż, widelec zasmakujesz!” (loosely translated as “You might just like it!”)—inviting consumers to try new dishes and flavors. (In Polish translation, the slogan includes the saying “a nóż, widelec” (roughly translated as “maybe”), which contains the words “nóż” (knife) and “widelec” (fork) as a reference to the culinary theme.)

For the communication efforts, we created 7 key visuals: 1 national and 6 regional, covering regions such as Pomorze, Mazowsze, Małopolska, Wielkopolska, ziemia Świętokrzyska, and Dolny Śląsk. The campaign was also present in cinemas (online animation), on citylights, OOH advertising, and across social media platforms (Facebook, Instagram, TikTok, Tinder).