Żubr launches a new campaign: “With Żubr, Even Swan Lake Becomes Watchable”

The Żubr brand is kicking off the new season with a campaign titled “With Żubr, Even Swan Lake Becomes Watchable.” The core message of the communication is presented in a TV spot – a light-hearted, humorous story inspired by the world of nature, showing that sometimes all it takes is the right moment and a single grunt.

Żubr – the European bison and archetypal guardian of the forest – remains the steadfast hero you can always rely on. In the latest spot, a pair of beavers watches a spectacle unfolding on the lake with great curiosity. The display of swan-like grace enchants the female beaver, but her partner does not share the same enthusiasm and begins to doze off. That is when Żubr appears, waking the beaver with his signature grunt and encouraging him to experience the moment together. The result? Satisfaction on both sides – because with Żubr, even swan lake becomes watchable.

With Żubr. Even Swan Lake Becomes Watchable.

The story is told in the brand’s signature style, deeply rooted in the world of the primeval forest. Observations inspired by nature highlight the campaign’s message: Żubr appears exactly when he is needed most, bringing humour, lightness, and an element of surprise.

– The scene from the spot is a metaphor for situations where small gestures play a key role. They have the power to change the course of everyday events. The humorous story featuring Żubr’s grunt is the perfect example of this – says Ewelina Zacharczuk, Żubr Brand Manager.

The new campaign is rolled out in a 360° communication model. In addition to television broadcasts, it encompasses activities across digital channels, social media, radio, murals, and non-standard POS materials. Consumer activations further strengthen the brand’s presence at points of sale and engage audiences both online and offline.

The concept, strategy and creatives were developed by agency PZL. Digital and PR activities are handled by Huta 19 im. Joachima Fersengelda. Media planning and buying – Zenith Media Agency, spot production – Moon Films, post-production – Platige Image, and sound design – Juice.

Editor’s note:

Żubr is the best-selling beer in Poland and the leader of its category*

The Żubr brand has held the number one position in the beer category for 13 consecutive years, achieving a significant advantage over other brands. Consistent communication and a strong market presence mean that Żubr remains the most frequently chosen beer in Poland, holding its leadership position since 2013.**

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

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