37 million potential customers, a growing interest in online shopping, and an openness to foreign brands. Poland is a promising market for almost any industry. The key is knowing how to communicate with Polish consumers. What makes a marketing campaign used to promote a product or service more likely to succeed here? Which types of campaigns and marketing efforts work best? Let’s find out!
Table of contents:
- Collaborating with influencers
- Loyalty programs and gamification
- Emotional storytelling
- Using humour in a marketing campaign
- Creative OOH advertising
- Local adaptation of marketing campaigns
1. Collaborating with influencers
Influencer marketing remains one of the most effective ways to reach Polish consumers, especially among Gen Z and Millennials. Young Poles often feel a strong emotional connection to online creators. They don’t see them as distant celebrities but rather as familiar faces, almost like friends.
Marketing campaigns that are built around authentic influencers can generate massive engagement and even go viral. However, the key to success lies in choosing the right influencer for your target audience and tailoring the marketing campaign to local cultural contexts.
McDonald’s and a marketing campaign with Polish rappers – Mata and Bambi
A great example of this strategy in action is McDonald’s. The brand teamed up with Polish young rappers to create special ‘celebrity meals’ – a local spin on McDonald’s global marketing campaign (which featured music stars like Travis Scott).
Choosing Mata was a game-changer. Not only did he create his own meal, but for a short time, he was also named the “CEO of McDonald’s Poland”, temporarily rebranding the company. The following year, the concept was repeated with rapper Bambi, who also launched a limited-edition clothing collection as part of the successful marketing campaign.
Expert insights – why did this work in Poland
- Rap dominates Polish pop culture. Rappers have a massive influence on younger generations. Their authenticity and lifestyle resonate with Polish consumers. Mata and Bambi aren’t just musicians. They’re cultural icons that young Poles relate to.
- It was more than just a new campaign – it was an experience. Instead of focusing solely on the product, the marketing campaign pulled audiences into the McDonald’s world, making them feel like the brand was part of their everyday lives.
- Perfect use of social media. Polish youth are highly active on TikTok and Instagram. The marketing campaign spread organically – people were creating their own content, trying out the meals, and sharing their opinions.
Koral and Ekipa ice cream
In 2021, Lody Ekipa (Ekipa Ice Cream) – a product created by Koral in collaboration with the YouTube group Ekipa – became a marketing and retail sensation. At its core, it was just a simple water-based ice cream with a fruity coating. But what set it apart was the branding, which leveraged one of Poland’s biggest influencer collectives. The ice cream flew off the shelves, and at the height of the craze, empty wrappers were being sold at online auctions.
Expert insights – why did this work in Poland?
- Ekipa was Poland’s biggest YouTube phenomenon. For young Poles, they weren’t just content creators – they were role models. Their community was so loyal that fans would buy anything with their names on it.
- FOMO effect. Initially, ice cream was hard to find, which only fueled demand. Long store lines and stories of people “hunting” for the product became part of the brand’s narrative.
- Turning an ordinary product into a community symbol. Buying Ekipa Ice Cream wasn’t just about the sweet snack. It was a statement of belonging to the fandom. In Poland, these kinds of brand dynamics tend to work exceptionally well.
2. Loyalty programs and gamification
Customer loyalty is crucial for any brand, but winning over long-term customers in Poland takes more than just good prices. Polish consumers are pragmatic and highly price-sensitive, especially when it comes to grocery shopping. That’s why using promotions and loyalty programs in marketing campaigns is incredibly popular. Gamification elements that allow shoppers to save money or earn extra rewards are particularly effective, helping brands boost sales and build customer relationships.
Biedronka’s ‘Gang’ Campaigns
Biedronka, one of the most popular Poland discount supermarket chains, has been running loyalty programs based on collecting stickers and redeeming them for prizes for years. The best marketing campaigns such as Gang Świeżaków (Freshmen Gang) or Gang Słodziaków (Sweethearts Gang) became nationwide phenomena, transforming Polish shopping habits. Customers earned stickers for every 50 PLN spent, which they could exchange for plush toys featuring the campaign’s mascot characters.
Expert insights – why does this work in Poland?
- In Poland, shopping decisions are largely driven by price. Loyalty programs that add extra value make customers feel like they’re getting more out of their purchases.
- Limited-time availability. The toys were only available for a short period, creating urgency and encouraging Poles to spend more frequently to complete their collections.
- Community-driven engagement. Facebook groups and OLX (an online marketplace) were flooded with sticker exchange posts. The marketing campaign turned into a nationwide “mascot hunt” that kids couldn’t get enough of.
- Long-term brand loyalty. For months, shoppers exclusively chose Biedronka to complete their toy collections. Even after the marketing campaign ended, many continued shopping there out of habit.
Żappsy in Żabka
Żabka, one of the most innovative retail chains when it comes to advertising strategy, has taken a modern approach to loyalty programs with its mobile app-based system. Customers collect Żappsy – points that can be exchanged for free products or discounts. What sets Żabka apart from other programs, is its use tools like gamification, incorporating missions and promotions into the app. These messages keep clients engaged and encourages frequent store visits.
Expert insights – why does this work in Poland?
- Simplicity and convenience. Poles value ease of use. Żabka’s program is fully digital, eliminating the need for plastic cards. Since everything is managed through an app, it’s especially popular among younger customers.
- Gamification boosts shopping frequency. Customers receive special challenges, like “Buy three coffees this week and get the fourth one free,” which incentivizes regular store visits.
- Personalized offers. Żabka analyzes customers’ shopping habits and tailored promotions to their preferences, making them feel valued and more likely to return.
- Low-cost rewards with high perceived value. The cost of a free coffee or hot dog is like nothing for the store, but for customers, it feels like a real saving.
3. Emotional storytelling
In Poland, emotional storytelling is a part of the most effective marketing strategies and brand awareness campaigns. Poles respond strongly to video marketing, as well as to authentic, touching stories that tap into core values like family, closeness, community, and tradition. A well-crafted narrative doesn’t just sell a product. It creates an emotional bond, building long-term brand loyalty.
Allegro and holiday ads
Poland’s leading e-commerce platform, Allegro, has been investing in emotional marketing for years. Every Christmas, the brand releases a new heartwarming ad, telling a moving story about human connections. These ads have become so popular that many Poles eagerly anticipate them – just like people in the UK look forward to the annual Christmas campaigns from John Lewis.
Expert insights – why does this work in Poland?
- Poles deeply relate to these ads. Allegro’s advertising campaigns reflect emotions that are central to Polish culture – strong family bonds, intergenerational relationships, and the warmth of home. This makes them resonate across all age groups.
- Subtle branding, no hard sell. These ads don’t focus on specific products but on storytelling, making people subconsciously associate the brand with the warmth and magic of Christmas.
- Viral impact on many media channels. Allegro’s commercials rack up millions of YouTube views within days of release, spark widespread discussions on social media, and even get shared by international audiences.
Tyskie and the ‘Let’s switch to first-name terms’ advertising campaign
Tyskie, one of Poland’s most recognizable beer brands, took a bold step away from promoting products and built an effective marketing campaign around a deeper social insight. “Przejdźmy na Ty” (‘Let’s Switch to First-Name Terms’) marketing campaign addressed divisions in society, showing that beer can be more than just a drink. This is a symbol of breaking down barriers and getting people back together.
Expert insights – why did this work in Poland?
- It’s rooted in Polish culture. In Poland, moving from formal to informal address (from “Pan/Pani” to “Ty”) is a natural way of strengthening relationships. Tyskie smartly leveraged this cultural tradition in its storytelling.
- A strong, universal social insight. Poland is a country with many divisions: political, generational, and cultural. Tyskie created a memorable message that tapped into this reality, making the marketing campaign highly relevant.
- Shifting focus from product to values. Instead of promoting a new product, the campaign highlighted the emotional significance of sharing a toast and bringing people together. This helped Tyskie stand out from competitors and gave the brand a deeper meaning.
4. Using humor in marketing campaign
Poles appreciate self-deprecating humor and a smart approach to communication. No wonder funny campaigns are often successful campaigns in Poland. On social media, humor sometimes outperforms traditional advertising. Brands that know how to use it effectively benefit not just from a positive image but also from higher engagement and real sales growth.
Elements Hotel & Spa – A TikTok viral sensation
Elements Hotel & Spa recently became a TikTok sensation thanks to an ad that broke all the hospitality industry rules. Instead of the standard shots of elegant interiors, the brand leaned into exaggeration, kitsch, and humor, creating something between a comedy sketch and a commercial. The result? Millions of views, hundreds of parodies, and bookings from customers wanting to visit “the hotel from TikTok.”
Expert insights – why did this work in Poland?
- Poles love humor and don’t take themselves too seriously. The campaign resonated with local culture. Funny and slightly absurd content has a much higher chance of going viral.
- TikTok – the platform of choice. Instead of relying on TV ads, the brand used a platform where authenticity and creativity are key. This helped the hotel reach a younger audience that makes spontaneous purchasing decisions.
- No pushy sales pitch. The ad didn’t say: “Book a room now.” Instead, it built positive brand associations through entertainment, making people feel like they weren’t being aggressively sold to.
Lidl and its TikTok breakthrough
Lidl Polska took TikTok by storm with its social media marketing campaign “Lidl Poland enters TikTok.” Instead of going for traditional ads focused on low prices or new products, the brand chose humor and collaborated with popular TikTok creators. Marta Zgutczyńska and Miłosz Muzioł created a series of funny videos inspired by daily life in a Lidl store, entertainingly showcasing products. The campaign was such a success that it won the TikTok Ad Awards 2024 for the best campaign in Central Europe.
Expert insights – why did this work in Poland?
- TikTok demands a different approach. Traditional ads don’t work here. People online expect entertainment, sarcasm, and authenticity. Lidl adapted perfectly, creating content that felt like a natural part of the platform rather than a corporate ad.
- Collaboration with influencers who matched the brand’s voice. Marta Zgutczyńska and Miłosz Muzioł are known for their humorous content. Their charisma and authenticity made the campaign feel organic and relatable.
- Interactive community engagement. The “Lidl Hunt” challenge, where users solved puzzles and searched for hidden prizes in stores, got TikTok users actively involved in the marketing campaign, making it even more viral.
5. Creative OOH advertising
Out-of-home (OOH) advertising in Poland is evolving into an immersive experience that actively engages passersby. Traditional offline marketing tools, such as billboards, are being replaced by interactive installations and city-wide activations. Brands that know how to use urban spaces creatively gain high visibility and generate buzz online.
Netflix’s Bridgerton and Stranger Things campaigns
To promote the third season of the Bridgerton, Netflix created immersive OOH installations that transported pedestrians into the Regency-era atmosphere. In Warsaw, beautifully illuminated billboards decorated with flowers were styled as love letters and ballroom invitations. For Stranger Things Season 4, the platform’s team of marketers took things even further, projecting an Upside Down-inspired display onto the walls of Wawel Royal Castle in Kraków. The visual metaphor symbolizes the reopening of the portal known from the show.
Expert insights – why did this work in Poland?
- Urban space as part of the storytelling. These marketing campaigns transformed cities into extensions of Netflix’s fictional worlds, drawing people in and encouraging them to snap photos and videos.
- Viral impact and organic engagement on social media. People spontaneously shared photos and videos on TikTok and Instagram, expanding the campaign’s reach beyond its physical locations.
- OOH as a digital strategy booster. These activations were designed for social media, perfectly fitting short video formats and TikTok trends, ensuring online engagement.
Tyskie and the “Tyskie Train”
As part of its ongoing “Let’s Switch to First-Name Terms” marketing campaign, Tyskie launched a unique concept – the “Tyskie Train.” In December 2024, specially branded train carriages traveled between Polish cities, offering passengers an immersive brand experience. The train symbolized breaking barriers and bringing people together.
Expert insights – why did this work in Poland?
- The campaign went beyond just the train itself. Contests were organized where participants could win tickets for the journey and exclusive Tyskie merchandise.
- Deep cultural and historical ties. One of the carriages was designed to resemble a historic train interior inspired by the brewery’s heritage, adding authenticity to the experience.
- Well-chosen brand ambassadors. Wojciech Mann and Radzimir “Jimek” Dębski represented two different generations of Poles with the ability to connect, reinforcing the idea that Tyskie unites people, regardless of age or interests.
6. Local adaptation in the marketing campaign
One of the biggest challenges for global brands is adapting their marketing communication to smaller, local markets. Poland, with its strong sense of national identity, requires strategies that make clients feel like they are truly part of a marketing campaign. Brands that mix global branding with local traditions, language, and culture, gain higher engagement and deeper emotional connections. One of the best examples of this approach was the marketing campaign of Coca-Cola.
Coca-Cola – “Share the Joy” campaign
The “Share the Joy” marketing campaign focused on personalization and local touches, introducing bottle labels featuring Polish names, nicknames, and popular phrases. This made consumers feel like the brand was speaking their language, strengthening their emotional attachment to it.
Expert insights – why did this work in Poland?
- Personalization matters. Poles appreciate marketing that feels directly addressed to them – bottles with names, nicknames like “Kumpel” (Buddy), or terms like “Mama” turned a simple drink into a personal and shareable experience.
- Localization done right. Many brands overlook these nuances, but in Poland, authenticity and linguistic details play a major role in consumer perception.
- Offline and online virality. The campaign encouraged people to share photos of their personalized bottles on social media, creating organic buzz as users posted cans with their names.
If you are looking for a Polish PR agency to launch your brand on the Polish market or you are already there but need more creative communications activities, contact us. Talk to our specialists about different types of marketing communications campaigns we can implement for you!