This year we celebrate the 25th anniversary of the Effie Awards Poland competition. On this occasion, in the #TheBestOfEffie series, we look at the campaigns that received the Grand Prix. One of the distinguished projects is “Mały Wielki Sklep” by Żabka, awarded in 2020. Get to know him behind the scenes.
New Marketing About the author 2 min reading 2024-10-31
In the #TheBestOfEffie series, we remember campaigns that not only received the highest possible award in the competition in the competition Effiebut they are also remembered by the recipients as unique and setting the direction for the entire advertising industry in Poland.
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Grand Prix 2020: Żabka – Mały Wielki Sklep
The aim of the campaign was to show in a positive and aspirational way what was supposed to distinguish Żabka from other large-format store chains and constitute its advantage: direct relationships of franchisees and sellers with customers.
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The whole aim was to support sales and build a coherent brand image.
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Check what they say about the campaign years later Jarosław Serednicki (Marketing & Digital Director at Żabka), Michał Nadgrodkiewicz (Managing Director at PZL), Iwo Zaniewski (Creative Director at PZL), Sławomir Szczęśniak (Senior Copywriter at PZL) and Tomasz Skorupa (Senior Copywriter at PZL)
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Description of the campaign and justification of the Jury
- Title: Żabka “Little Big Shop”
- Leader: PZL
- Co-applicant: Spark Foundry, OMD
- Client: Frog
- Category: Long term marketing excellence
Campaign summary
“Mały Wielki Sklep” is a unique campaign that has supported the implementation of Żabka’s business strategy for years. It allowed the brand to move beyond the perceptual barrier of an unpleasant liquor store. She led the business and offer revolution and finally repositioned it on the trade and service map, adopting modern convenience.
All long-term goals set were achieved or exceeded. Żabka has created a unique communication platform which, combined with an innovative development plan, allowed it to dynamically enter the changing world of modern convenience, achieve high sales increases (in 2019 it exceeded the barrier of PLN 10 billion), build a strong/liked brand and in terms of communication effectiveness leave the competition far behind.
Justification of the award (Grand Prix)
Award Justification (Gold)
Inga Songin, then Regional Marketing Director Poland & CEE at Reckitt Benckiser Health: Such a campaign is a real long-term one, because the platform is so capacious and flexible that for several years it not only accommodates new business projects and priorities, but still retains its freshness and continues to entertain people, all people, even those who they know each other from the kitchen. This is real marketing, because the campaign is an integral part of Żabka’s development; its business strategy, leads through a business and offer revolution, changes the perception of the store, creating a new “quality” and category in Polish retail – modern convenience. This is true excellence – “Little Big Shop” is a platform that everyone knows, consistent at the visual level and this characteristic humor, which is hard not to like, has revolutionized the image of Żabka. A store where we like to shop. It is a great honor to award gold to the Retail brand, because it is a small store that is a great inspiration for marketers in Poland.
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