Solutions

Polish cuisine in a new edition, spiced up with regional symbols.
We developed a campaign based on legendary characters that are characteristic of various regions of our country. These characters encourage people to attend the Polish Cuisine Week and try not only widely known dishes but also regional ones, including both: traditional and modern, surprising flavors.

In our communication, the menu is placed at the forefront. Taste, presentation, colors, freshness, juiciness – all elements that the heroes of our campaign are eager to savor. The campaign is built around the slogan “a nóż, widelec zasmakujesz!” (“maybe you’ll find a taste you like!”), inviting people to try new flavors and expand their culinary horizons. (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.)

We created a set of 7 key visuals – 1 nationwide and 6 regional, covering Poland’s regions: Pomorze, Mazowsze, Małopolska, Wielkopolska, Ziemia Świętokrzyska, and Dolny Śląsk. The visuals feature dominant colors and beautifully presented dishes. As for the words… there are only as many words as needed, so they don’t distract from the dishes of Polish cuisine in its freshest forms.

In our social media communication, we organized “meetings” between interesting regional characters, such as the Świętokrzyska Witch having dinner with Lajkonik or a date between the Warsaw’s Mermaid and Neptune – these are just some examples.
The concept was executed in the following formats: online and cinema animations, citylights, OOH, social media activities (Facebook, Instagram, TikTok), a digital campaign, materials for restaurants and the media, as well as internal communication for MAKRO. We used the characteristics of certain channels and tailored the message to the specific context, for example, we spiced up our advertisement on Tinder with some playful, dating-style dialogues 😉