Problem > Challenge

Biedronka has accustomed its customers to annual loyalty campaigns. It’s not just collecting stickers and receiving mascots: it’s a huge ecosystem of creative executions in many touchpoints, driven by fairytale (but educational) storytelling. Clients expectations were growing year by year and in 2023 we could not disappoint them. That is why, we returned to the topic closest to the heart of the Biedronka brand: Nutrition.

Solution

Convince our little and bigger consumers that “a varied diet can give us superpowers every day”. Engaging people within creative storytelling created around our Gang of 11 new heroes from four different nutrition groups: Hydration, Fats, Protein and Cereals. But also challenge them to collect stickers and exchange them for mascots or books.