In 2024, Boost Group partnered with Biedronka, one of Poland’s most popular retail chains, to bring a playful and heart-warming idea to life: a collection of exclusive plush toys, each inspired by one of Biedronka’s iconic home brands.
From concept sketches to the final cuddly creations, the campaign was a true creative journey. Each plush toy was thoughtfully designed to reflect Biedronka’s product universe – turning everyday favourites into collectible characters that sparked joy and an emotional connection among customers.
The plush toys are more than just cuddly companions – they are brand ambassadors. Each character embodies a favourite Biedronka product, from a plush version of a popular chocolate bar to a quirky toilet paper roll, and even a soft toy shaped like a handy power drill. The collection is the perfect reflection of Biedronka’s diverse range of products and creates a fun, emotional connection between the brand and its customers.
The campaign launch became part of an interactive, rewards-based experience, encouraging people to visit stores more often and spend a little extra to collect all the adorable toys. Shopping at Biedronka was rewarded with bonus stamps, which could then be redeemed for the plushies. Customers were incentivised to use the Biedronka app through the promise of extra stamps.
During the campaign period, shoppers received one stamp for every 69 zloty spent. Additional stamps were awarded for using the Moja Biedronka card or app, buying fruit or vegetables, shopping from highlighted special offers or completing a quiz in the app. In this way Biedronka made sure that the loyalty campaign was seamlessly incorporated into their marketing concept to further promote the use of their own app.
The campaign was a resounding success, with high customer engagement and strong in-store traction. Families across the country welcomed the plushies into their homes, sharing their enthusiasm on social media and amplifying the campaign’s reach organically.
This campaign is proof that brand storytelling needn’t be boring. By turning everyday products into fun, collectible characters, we were able to create an experience that was memorable, engaging and genuinely fun for shoppers, and helped strengthen their loyalty in a playful and authentic way.
We would be happy to show how you can engage your customers with a customized collectible campaign.
