TARCZYŃSKI NATURALNIE
Holiday campaign to nibble and a recepe for success
Consumers want to know what they eat. They relay on health, simple ingredients and convenience. Easy, right?
In summer 2019 we worked with Tarczynski and we suggested them developing premium hot-dogs and kabanos of Naturalnie range. It was a summer vacation full of seaside fun and specialities served straight from beach food truck.
On top of that integrated 360' campaign, constantly accompanied by TVN cameras and celebrities.
Goals
- Introducing new top shelf product and confirming clearly its supreme quality
- Providing customers with full experience and making them love Naturanie products
- Maximizing the advertising reach in every aspect and reaching opinion leaders
- Taking advantage of holiday atmosphere and getting close to customers in delightful fun.
Strategy
The recipe for the campaign was easy: wherever consumer lay their eyes on, Tarczynski was there tempting with Naturalnie snacks. We combined ALT, BLT and digital actions with activating event marketing. We added popular influencers and sport stars which were TV regulars. In food industry it’s the taste that matters, that’s why those attractive, healthy and simple snacks became stars of that campaign showing wide range of advantages of Naturalnie range products. We build a mouthful of user experience!
We've done
Through 8 holiday weekends we visited seaside resorts encouraging people to join the fun and to taste the dishes made by chefs from Naturalnie hot-dogs. In our beach zone we organized sport and dance challenges under the watchful eyes of American football stars, influencers and TV celebrities. Every weekend we went live on TVN antenna collaborating with Project Plaza roadshow. We were also guests in TTV and TVN Style. We also took care of bloggers and opinion leaders returned with entries in SM and on their blogs. We added attractive communication in social media, followed after summer vacation and eye catching digital formats based on surveys carried out among events guests.
Results
- Excellent turnout around of 300 000 guests on our holiday tour
- Sale of over 10000 healthy hot dogs with Naturalnie products
- Record satisfaction of project participants as high as 94
- 8 weekends o perfectly prepared event tour carried out all over the coast
- Joined reach of 6200000 recipients
- Around 2500000 of unique network users
- Several dozens of publications by opinion leaders
- Over a dozen TV broadcasts on 3 TV channels