The Tarczyński brand promotes an active lifestyle and the consumption of nutritious and tasty meals and meat snacks that give energy throughout the day’s activities. The challenge was to reach the widest possible audience with the key messages, while promoting the brand’s flagship products.
The TARCZYŃSKI ACTIVITY ZONE has appeared in Zakopane during the winter holidays, when families with children spend more time outdoors doing all kinds of sports. To be active outdoors, you need to eat a nutritious breakfast. The Tarczyński brand invited you to warm up and have a nutritious breakfast together.
The communication challenge for Public Dialog was to develop a line of communication that would contextually place selected Tarczyński brand products (Parówki naturalne, kabanosy, Gryzzale, meat crisps – Proteiny) in the media and in 30 “live” entries in the TVP2 breakfast programme, “Pytanie na śniadanie”.
The campaign was realised in cooperation with the event agency KHS. The premise of the campaign was to broadly reach the target groups: families with children, women, singles, seniors, athletes in a natural way. Following the agency’s recommendation, the products were shown in the programme contextually, so that the most important messages and associations from the brand’s point of view resounded: SHARED MEALS, NUTRITIOUS BREAKFAST FOR POLES, SNACK WHILE TRAVELLING, SNACK FOR ACTIVE PEOPLE, SNACK FOR ATHLETES, BREAKFAST FOR CHILDREN AND YOUNG PEOPLE.
We started our activities with a market survey conducted by the external research institute ARC Rynek, ‘Eating habits of Poles’, N:1036,CAWI, January 2020. The results served as the basis for communication with the media; an infographic with the most interesting information was prepared. The results were also used as a theme for individual ‘live’ entries in the “Pytanie na śniadane”.
For each message and selected product of the Tarczyński brand, suitable people known to the general public from the small screen were selected. The celebrities, apart from their presence in the Zone during the ‘live’ entries in the ‘Pytanie na śniadanie’ programme, carried out various services ( posts on social media channels, blog entries, expert comments, etc.) The Zone was visited by: Bartosz Obuchowicz with his family, Szymon Czerwiński – chef, Aneta Zając-actress, Makóweczki-bloggers, Jacek Borkowski with his children, Jacek Wszół-competitor of Panthers Wrocław and the fencing player Ewa Trzebińska). In selected entrances, Monika Stromkie – a dietician – also appeared, emphasizing the importance of nutritious breakfasts based on the food pyramid recommended by the Food and Nutrition Institute.
The main tasks of the Public Dialog agency included: close cooperation with the event agency, preparation of communication directions and key messages, close cooperation with the editors of Questions for Breakfast, presence on the set of the programme and support for the plan manager, work on the scenario of the entries, selection of stars and experts, coordination of cooperation with them, media relations activities, preparation of all materials for communication with the media, coordination of cooperation with the research institute.
During the Sunday programmes of PnŚ during the holidays, the Tarczynski Activity Zone appeared 6 times over 5 Sundays. Each entry consisted of approx. 2-3 minutes of conversation with celebrities and experts, in which Tarczyński brand products appeared in context.
Estimated audience for Pytanie na śniadanie: 492 thousand people
Estimated reach of the PnŚ profile on FB is 449 200.
As a result of the agency’s activities, within 2 months a total of 92 publications appeared in the media
296 360 – reach of the message
AVE 134 547 PLN
Within 36 days, the Tarczyński Activity Zone in Zakopane and Szklarska Poreba was visited by more than 15 000 people.
