Tiago Pinto

A NEW GANG IS IN TOWN
This time is no time for messing around, Biedronka Gang’s have made its way through Food and Nature but this year they’re here to fight a naughty oponent. This year is all about savings and battle inflation. Together with the Bystrzaków, we’ll make it!

Challenge:
Since 2016 Biedronka’s Gangs are known amongst kids and adults, for the 2022 campaign there was a new challenge: Savings and Inflation were the words of the year in Poland. How to turn a campaign that is dear to kids, talk and educate about something so serious and engage adults?

Idea: 
In 2022 the gang won’t be fighting for environment or to let people know about the beautiful surroundings in Poland. In 2022 with Inflation well into 16% and families in need of rationalize shopping, the gang of 3 friends, called “The Smarties” will fight the nasty monster right where people feel it, in the streets of cities and villages where they leave. The Smarties know that the best way to fight Inflation is to buy close by, with quality and at a low price - that’s Biedronka! This campaign, for the first time, had a promotional stream going in paralel to the image and educational stream. To help families in general cope with the raising prices in the country.