The holiday season is the ultimate moment of truth for brands: you either blend into the background or become part of the celebration. For PZZ Kraków’s Mąka ze Smokiem (Flour with the Dragon), we chose the second option. We launched the holiday contest “Win with the Dragon” (Wygraj ze Smokiem) and built a full 360° integrated campaign around it, transforming the iconic Dragon into a seasonal brand hero.
OUR WORK
We designed a limited-edition holiday packaging, created the master key visual, and adapted it across outdoor citylights, digital media, and social platforms. We managed influencer partnerships, developed the contest mechanics, and operated the dedicated landing platform. One strong idea, one hero character, multiple brand touchpoints.
THE OUTCOME
The Dragon dominated every consumer touchpoint - from retail shelves, across online channels, and throughout urban public spaces. A consistent, lighthearted holiday narrative gave an everyday product a distinctive character, building a real emotional engagement during the key holiday season.
KEY TAKEAWAY
Sometimes all it takes is a Santa hat, a clever concept, and consistent execution to turn ordinary flour into a Christmas hero.
Enter the contest by December 31.
www.wygrajzesmokiem.pl