CLIENT
Bunge Poland
Agnieszka Jastrzębska, Marketing Manager
Rafał Wadlewski, Marketing Director
AGENCY
Roman Łoziński, Strategy Director
Marcin Wójtowicz, Managing Director
PZL
Iwo Zaniewski, Creative Director
Sławomir Szczęśniak, Senior Copywriter
Tomasz Skorupa, Senior Copywriter
Grażyna Jastrzębska, Senior Art Director
Olga Moczulska, Account Manager
Starcom Poland
Paweł Piasecki, Bussines Director
Anna Kalmus, Communications Manager
Marta Grymaszewska, Senior Communications Planner
Szymon Grosicki, Multiscreen Manager
Katarzyna Krzemińska, Senior Multiscreen Planner
SUMMARY
It is possible to beat private labels? The main challenge was to find a new way of development by building brand value, not lowering prices. We focused on the health narrative, which has not been present in communication of the category so far. The strategy turned out to be a success: we increased the perceived value of the brand and attracted new users to Kujawski. We have achieved the highest sales and image results in our history, beating private labels.
