Żabka is the largest modern convenience store chain in Poland. With over 11,500 locations, the chain handles approximately 4.1 million transactions daily (2024 data). Żabka is also a community of over 10,000 franchisees (2025 data).
Żabka stores are often the “first choice” retail location for a significant portion of Poland’s population — 17 million people live within 500 meters of the nearest Żabka store.
In January 2024, Żabka launched the Franchise Ambassadors program — a group of approximately 60 franchisees who act not only as brand representatives but also as points of contact for individuals considering opening their own Żabka store. The agency’s role was to support B2B communication with franchisees.
Strategia
Building communication based on personal stories of individual franchisees.
Ongoing franchise-related messaging and local media relations.
Organizing campaigns related to the achievement of key growth milestones.
Taktyka
Positioning franchisees in the media and communicating the franchise offer.
Supporting the press office, media relations, and expert positioning.
Collaborating with bloggers and influencers.
Communicating CSR activities, organizing and promoting events, and implementing fake OOH campaigns.
