To mark Biedronka’s 30th anniversary, we created a new chapter of Gang Biedroniaków, a campaign designed to connect with families not just through products, but through emotion, imagination, and everyday magic. We created six new plush characters that turn familiar household items into lovable companions, each with its own personality, warmth, and playful charm. From Burger Bogdan; the cuddly foodie; Paragon Piotrek, the sentimental receipt who never forgets a good time to Portfel Paweł; a wallet that opens to reveal hidden treasures and boost play value, every detail was crafted to spark joy, inspire storytelling, and invite children and parents alike into a world of shared experiences.
This isn’t just about toys, it’s about how brands live in people’s homes. Kids roleplay their own supermarket adventures by day and dream about them at night. Parents see their children bonding with characters that reflect everyday life, and suddenly, a receipt or a fridge becomes part of a family moment. That’s the power of emotional branding: it builds connection, not just recognition.
We made sure Biedronka’s private label branding is reproduced with precision on each plushie, reinforcing authenticity and strengthening the link between the characters and the brand. It’s subtle, but it matters, because when something feels real, it becomes part of the story.
This campaign shows how a brand can become part of daily life, not just through what it sells, but through what it means. We’re proud to have created something that brings families closer to Biedronka, and even prouder of the role Gang Biedroniaków now plays in homes across Poland.
We would be happy to show how you can engage your customers with a customized collectible campaign.
