It’s in good taste to be seen with Żubr, since it supports endangered species. The brand launches a new campaign

he Żubr brand has launched its new campaign under the slogan: “It’s in good taste to be seen with Żubr, since it supports endangered species.” This year’s communication builds on the brand’s well-established platform, positioning Żubr as a symbol of care for nature and its wild inhabitants.

The campaign spotlights Żubr surrounded by animals native to Polish forests – the bear, lynx, wolf, and beaver. Together, they form a symbolic “Żubr herd,” emphasizing the importance of coexistence and environmental stewardship. These animals will also be featured on limited-edition product packaging.

The TV spot follows the forest dwellers joining Żubr, building a narrative around species community and raising awareness about the importance of nature conservation.

– In the latest campaign, we showcase Żubr as the natural host of the forest, bringing its wild inhabitants together. The tagline “It’s in good taste to be seen with Żubr, since it supports endangered species” playfully highlights the brand’s ongoing commitment to wildlife preservation. This communication blends a meaningful cause with the humour and light-hearted charm that have defined the brand for years – says Jacek Grabarczyk, Żubr Brand Manager.

Turning narrative into action, the campaign highlights specific initiatives carried out for years by the Żubr Fund for the benefit of forest wildlife. Detailed information can be found at: FunduszŻubra.pl

n parallel with media outreach, the brand is rolling out dedicated retail activations. Limited-edition packaging is hitting the market, where the iconic Żubr is replaced by the wolf, lynx, bear, and beaver. Key retail partners will also receive customized packaging designs and comprehensive POSM support. A new addition includes multi-packs featuring Żubr alongside the wolf and lynx, expanding on the creative theme of species togetherness and the “herd” concept that drives this year’s communication.

The campaign spans across TV, digital channels, social media, KOL partnerships, and point-of-sale execution.

PZL is responsible for the overarching idea, strategy, and creative concept. Digital and PR activities are managed by Huta 19 im. Joachima Fersengelda, media planning and buying by Zenith, video production by Moon Films, post-production by Platige Image, and sound design by Juice.

Notes to Editors:

Żubr is Poland’s best-selling beer and category leader*

For 13 consecutive years, Żubr has uninterruptedly held the #1 position in Poland’s beer category, maintaining a substantial lead over the competition. Consistent communication and a powerful market presence have ensured that Żubr remains the top choice for consumers in Poland, preserving its leadership status since 2013. **

*Kompania Piwowarska sourced from NielsenIQ, Retail Audit, Total Poland (Food), Sales Volume in liters, Share of Sales Volume, in cumulated weeks Week 7’2025-Week 6’2026, category: Beer (Copyright © 2026, NielsenIQ)

** Internal analysis based on NielsenIQ Retail Audit data, Total Poland (Beer), Volume % Share from 2013 to 2025 w45 YTD.