At the end of August 2023, just in time for the back-to-school buzz, Biedronka introduced a fresh loyalty campaign named Gang Mocniakow (The Mighties Gang), with a distinct focus on cultivating healthy eating habits. The campaign features a collection of 11 soft toys representing various food products, an engaging activity book, educational games accessible through Biedronka’s app and a dedicated website. The initiative continued for three months, with extensive advertising across TV, radio, outdoor, digital platforms and in-store channels.
Extending support to the Polish’s school community, Biedronka’s campaign also included a website providing valuable information on healthy eating for students and teachers. Educators have to teaching materials at their disposal, including short stories to read to youngsters.