Jägermeister
Art Direction and Graphic Design
Key Visual Design
MAKRO
Polish Cuisine Week is an annual culinary festival organized by MAKRO Poland, celebrating traditional Polish flavors. We developed a strategic and creative concept that blended heritage with humor and a fresh take on Polish cuisine.
About
- Year
- 2024
- Client
- Makro Cash & Carry
- Sectors
- Hospitality and travel
- Services
- Art Direction, Big Idea, Campaigns and Strategy
Polish Cuisine Week
This nationwide festival, organized by MAKRO, promotes local flavors and supports restaurateurs in exploring modern interpretations of traditional dishes.
The goal was to challenge stereotypes around Polish cuisine — often seen as heavy and monotonous — and to showcase its fresh, inspiring side that appeals to both lovers of the classics and seekers of bold culinary experiences.
Objectives
Build awareness of the MAKRO program among consumers and the HoReCa sector
Shift the perception of Polish cuisine from heavy to contemporary and vibrant
Encourage restaurant visits and table bookings during the festival
Try it – you just might like it!
Our creative strategy combined tradition with modernity. The campaign’s heroes were legendary figures from Polish folklore, each associated with a different region — like Neptune, the Mermaid of Warsaw, Janosik, the Poznań Goats, the Świętokrzyska Witch, the Wrocław Dwarfs, and the Lajkonik.
These playful and modernized characters invited audiences to explore Polish cuisine in all its regional and experimental diversity. The tagline, “Try it – you just might like it!”, encouraged open-mindedness and culinary discovery.
Key Visual
We created 7 key visuals: one nationwide and six regional, covering areas like Pomerania, Mazovia, Lesser Poland, Greater Poland, the Świętokrzyskie region, and Lower Silesia.
Each layout merged regional cultural references with contemporary culinary styling, highlighting the rich gastronomic identity of each region.
Touchpoints
The campaign was present across multiple channels, including cinema spots, outdoor formats such as billboards and citylights, targeted digital display ads (including geotargeting and retargeting), as well as social media platforms like Facebook, Instagram, TikTok, and Tinder. In addition, it was supported by a full suite of POS materials distributed to participating restaurants.
Outcomes
Nearly 360 restaurants across Poland participated in the festival. The campaign delivered broad ATL and digital reach, with targeted ads, retargeting, and high engagement across social platforms.
The playful use of recognizable cultural icons helped the campaign stand out and connect with a wide audience — from foodies and journalists to culinary tourists.
Credits
- Agency
- Walk Creative
- Account Manager
- Zuzka Radowska
- Creative Director
- Bartosz Jaroszewski
- Motion Designer
- Elżbieta Stechnij
- Senior Art Director
- Przemysław Górecki
- Senior Copywriter
- Piotr Zygmunt
