The Polish Grain Plant "PZZ" in Kraków has been producing its flour for over 70 years! That is an impressive piece of history and decades of customer experience. Managing a brand like this requires a fine balance between sharp strategy, modern communication, and an appetizing visual design.

First up was brand positioning, which defined the brand's personality, image, and overall communication direction. Even though the product had been on the market for decades, its past marketing efforts were scattered.

Naming was a crucial milestone. Until then, the brand expressed itself in its visual layer (the dragon logo), while the packaging carried only a generic functional name. We formalised the brand name "Mąka ze Smokiem" (Flour with the Dragon), which customers had already been using informally for years. To highlight its heritage, we added the endorsement "from the St. Martin’s Mill." From that point on, the brand identity gained a strong voice.

The next essential step in the branding process was refreshing the packaging for the popular flours. The products had been on store shelves unchanged for many years, so keeping their familiar, iconic elements was crucial.

While retaining the familiar color-coding system, we refreshed the logo, updated the illustration and typography, and modernized the overall packaging with narrative copy. Most importantly, we put the brand name – Mąka ze Smokiem - right in the spotlight.

With strategy and branding wrapped up, we launched a wide-reaching communication campaign. Dedicated Facebook and Instagram profiles were created for the brand, along with a custom landing page. A light, hand-drawn illustration style settled in for good across social media channels, softening the dragon character and emphasizing the brand's core attributes.

Month after month, well-crafted post series began building an engaged audience hungry for more. Modern visuals, appetizing content, and creative community management allowed the brand to gather an active fan base - achieving an impressive average Engagement Rate of 5.28%.

Communication for PZZ Kraków was further boosted around Easter and Christmas through targeted digital campaigns. Appetizing creative assets reinforced the image of Mąka ze Smokiem, driving millions of banner impressions across selected thematic media outlets.

The campaigns were supported by a range of complementary activities. Social media was boosted with optimized ad campaigns, while brand profiles gained extra engagement through holiday contests. Targeted PR articles appeared on marketing and lifestyle portals. Additionally, we executed broad influencer campaigns - ranging from top-tier culinary channels to local Instagram creators, where Mąka ze Smokiem became the base for creative and tasty recipes.

The brand’s visual identity also expanded into non-traditional channels. Custom holiday 'Dragon Sweaters' were made as employee gifts and contest prizes. Selected influencers were more than happy to showcase them while promoting the flour.

Delivered consistent growth in reach while solidifying the brand identity of Mąka ze Smokiem. Most importantly, we built a devoted social media community that actively likes, comments, and shares their own photos.

Integrated efforts across influencer channels, owned social media, and targeted digital ads generated multi-million reach, elevating the brand image like never before!

This comprehensive, well-thought-out campaign proves that any brand - even one with decades of history - has the power to make a strong impact, build a lasting social media footprint, and unlock the true value of marketing support. When it comes to our work with Mąka ze Smokiem, the best is yet to come - we still have plenty of tasty challenges ahead.