Event promotion of Polish meat products
Client
Goodvalley (Good Valley) is a manufacturer of meat products that has been operating on the Polish market for more than 30 years, distinguished by full control over the production process - from its own cultivation and breeding to the finished product. The company focuses on locality and Polish origin of its products, which is one of the main elements of its competitive advantage.
Challenge
The Polish meat products market is an extremely challenging space, where both local producers and multinationals compete for consumer attention. Goodvalley, with authenticity in its DNA and full control over the production process - from its own cultivation to the finished product - needed a way to effectively communicate this uniqueness.
The standard approach to promotion, relying mainly on hostesses at points of sale, did not reflect the nature of the brand and its values. The company needed something more - an authentic voice that would speak to consumers in the language of Polish tradition.
An additional challenge was the implementation of the promotional project, which is co-financed by the National Center for Agricultural Support (NEB). The public institution requires strict adherence to documentation and billing requirements, which we had to pay special attention to from the very stage of preparing the cooperation.
Break the mold of standard promotional activities in the industry
Authentically communicate Polish origin and quality of products
Effectively take advantage of external financing opportunities
Build strong relationships with key business partners and differentiate the brand from the competition
Solution
Instead of following the beaten path, we opted for authenticity and direct reference to the brand's agricultural roots.
The key to success turned out to be breaking the conventions of standard tastings. We replaced the popular hostesses with characters of "Hosts" - authentic representatives of the brand, who not only presented the products, but also built an emotional bond with the audience. This approach quickly became a trademark of the brand.
Our activities are divided into several key areas:
Tastings with hosts
We implemented a unique promotional concept using "Hosts" characters. Dressed in distinctive attire (including linen shirts, dungarees and hats), the men conducted tastings at points of sale, building an authentic brand atmosphere.
- 17 implemented actions within the framework of the project co-financed by KOWR
- Several hundred product tastings in retail chains
- Special events with "Hosts" during picnics, festivals and fairs
Animations with brand hero "Dobrusio"
We promoted the character of the company's mascot "Dobrusia," who became a brand ambassador during promotional events in the field.
- Implementation of animation series in shopping malls
- Presence at family picnics and "bike" festivals
- Interact with children and families at outdoor events
Special events
To strengthen Goodvalley's position in the minds of business partners and consumers, we created a series of unique events that combined product promotion with building a direct relationship with the mark
- "Nice Meat Day" at Biedronka's headquarters - a flagship event with tasting of hot dogs, cold cuts and complex space arrangement
- Workshops and culinary presentations at industry congresses
- Presence at trade shows and events for business customers
- Organization of a booth and tasting at the European Economic Congress
Results of cooperation
More than a year of cooperation with Goodvalley has translated into a significant transformation of the brand's promotional activities. Starting with single tasting campaigns with distinctive "Hosts," we gradually expanded activities to include comprehensive events and custom promotional formats.
The intensive implementation calendar to date has included a total of about 120 diverse promotional events over the course of 2024 and 2025.
As part of the NEB co-funded project alone, we conducted 17 dedicated tasting events, which required rigorous documentation and reporting. Each of these activities was carried out in accordance with precise guidelines, which allowed us to successfully account for the funding.
Our cooperation is best illustrated by its growing scale. We have moved from single activations to regular implementation of various projects, such as:
Complex events and workshops for business partners
Cyclical tasting campaigns in retail chains
Animation with the mascot during outdoor events
Production of marketing materials (including promotional stands, grandstands, large format balloons, graphics, posters, toothpicks with logos, umbrellas, flags)
