Jabłonki. Frolics 2020
A campaign promoting the Polish apple and the Polish lifestyle.
Listen to the legend about Jabłonki – a campaign, which has made Polish apples famous all around the world. There is no lack of demand for them.
Everything began in September 2020, and effects surpassed all expectations.
We Poles love apples! An apple is healthy, good and beautiful. There is no other such positive food. It’s been with us ever since we can remember. Practically every Pole was brought up on apples – it’s often our first solid food. It’s such an ordinary fruit, that we often don’t even notice it’s presence. We have forgotten about it. It’s a shame, because Polish apples suit Polish traditions perfectly and contain positive energy.
Look, how without hesitation we have reached out to it, to create a campaign close to the heart of Poles and to rediscover Polish apples once again.
Polish Apples are a phenomenon and a global brand.
We wanted Polish apples to be something like Beaujolais Nouveau is for France. We wanted for Poland to be thought of as the country of blooming apple trees, similarly to how Japan is the country of cherry blossoms. So that Polish apples would become a global brand – an icon, of which we could boast to all and sundry.
And so in our campaign story the apple has become the leading motive.
OUR CAMPAIGN IS SPLIT INTO TWO STEPS:
STIR THE SENSES OF POLES
In 2020 we concentrated on building awareness about Polish apples amongst Poles. We engaged all of their senses into it – taste, sight, smell, touch and hearing
The next step was to create and continue the tradition of a yearly celebration of the Polish apple. In September 2020 we began celebrating Jabłonki.
Celebrate with us the time of #Jabłonki!
In 2020 we created not only an occasion, but also a legend which gave us reasons to celebrate the richness of Polish apples.
Jabłonki quickly seduced TV viewers
In September 2020 three Jabłonki – beautiful and mysterious girls from our TV spot charmed 2.5 million Poles.