What do Highlanders and city folk agree on? We know — and you are about to find out. Our new campaign for Przysnacki brought different tastes together, using humor to communicate the Polska Inspiruje product line from the seaside all the way to the Tatras. Here is how we did it.
The challenge
Polska Inspiruje chips are a new product line from Przysnacki. The snacks stand out thanks to their quality ingredients and eye-catching packaging — each pack features graphics inspired by the beauty of well-known Polish regions. The whole line is tied together by unusual, attention-grabbing flavor names. For some, they spark curiosity. For others, a sense of escape. And for many, even a touch of nostalgia. The range includes flavors such as A Walk Beneath Giewont, A Meadow in Żuławy and Sopot Summer.
It is also worth noting that Przysnacki Polska Inspiruje does more than promote Poland’s local gems — it actively supports them. 1% from the sale of every pack is donated to the restoration of local ecosystems, including the protection of meadows in the Tatra National Park. Our campaign was designed to fit into the next flight of the brand’s main platform: “The Taste of Exceptional Places”. Our goal? To inspire as many people as possible to try the Polska Inspiruje range and find their favorite flavor. And there was plenty to choose from — from classics such as sea salt or paprika to more distinctive options like mountain cheese or butter with salt.
Execution
You know how it goes — one person swears by one flavor, someone else will defend another. And just like that, a tiny taste debate begins. Which one is better? In the end, the answer does not really matter — everyone has their own taste and preferences. What does matter is the buzz, the conversations, the debates and, of course, the emotions.
So we decided to use people’s natural taste preferences to create rankings, build top lists and let consumers choose their favorite flavors. That is how the “All of Poland Chooses Przysnacki” campaign was born. We gave consumers a voice and created a space for interaction, allowing them to decide which Przysnacki flavour was the best. Or maybe several at once? Because, really… why not?
The heart of the project was the landing page www.wybieramprzysnacki.pl, where anyone could vote for their favorite Przysnacki Polska Inspiruje flavor. Along the way, users could discover a few interesting facts — votes for specific flavours were counted and mapped in real time. Just a few clicks were enough to see which flavors were the most popular in Podlasie or Mazovia.
One of the interesting challenges was encouraging people to visit the landing page and take part in choosing Przysnacki. We did it in two ways.
The first was a tried-and-tested contest with prizes. We kept the entry threshold as low as possible: all users had to do was visit the website, click on their favorite flavor and explain creatively why they had chosen that particular one. No receipt required. We assumed that Przysnacki fans would be curious enough about the flavours without needing an extra push to buy another pack.
The second was a creative approach to communication. Through OOH, DOOH, digital and social media formats, we decided to playfully tease different consumer groups and use regional “rivalries” with a light sprinkle of humour.
What do Gdańsk and Gdynia have in common? What do Highlanders and outsiders agree on? The answers were easy to find. Where? On our campaign landing page, of course.
And then came the cherry on top of the chip cake. Throughout the campaign, we collected data that allowed us to create interesting, non-standard solutions: dynamic citylights and a mural in Warsaw at 98 Chmielna Street, produced by Good Looking Studio.
These formats used live voting data and displayed it as results updated in real time. This allowed people in different voivodeships to discover which flavour was leading in their area at any given moment.
The result
One interesting thing about “All of Poland Chooses Przysnacki” was that we did not set ourselves any specific targets to hit… apart from, of course, presenting the full product range to as many people as possible and naturally supporting sales as a result.
Thanks to the campaign, consumers could also discover that Przysnacki chips offer much more than classic paprika or spring onion. The range also includes other equally tempting flavors. And sometimes, it is worth reaching for snacks with mountain cheese or butter with salt to experience true flavor pleasure.
Did we manage to reconcile the people of Kociewie with the Kashubians? Warmians with Masurians? Zagłębie with Silesia? Well… in one thing, definitely: it is always worth reaching for Przysnacki Polska Inspiruje chips.
