Endangered animal species continue to stick together with Żubr

Kompania Piwowarska’s Żubr brand has launched the fifth edition of the “Żubr saves the lives of endangered species” campaign, this time run under the “Those who don’t stick together with Żubr are losers” slogan. Just as in the previous years, the king of the forest disappears from the bottles and cans to direct the spotlight on the species that are endangered in Poland.

The iconic bison will be replaced on the packaging by the images of lynx, bear, moose and wolf. What is new in this year’s campaign is the special QR code on the cans and bottles. Having scanned the code, consumers will be directed to a special website. The campaign also encompasses POSM and cooperation with selected chains.

The goal of the Żubr Fund is to protect endangered species within Poland’s most valuable nature areas and to educate consumers in terms of co-responsibility for the future of Polish nature. There will be two actions within the framework of the campaign, executed together with the Mammal Research Institute of the Polish Academy of Sciences and the Dziedzictwo Przyrodnicze Foundation.

– Our partners for this year’s action are organizations which we have been working with for years because we see a positive impact of our shared activities on the entire ecosystem. We are also pleased to observe consumers’ strong support for the Żubr Fund’s initiatives. We are counting on their engagement also this year – I can reveal that in one of the actions it will be of key importance – announces Mateusz Wietrzyński, Żubr Junior Brand Manager.

Since 2019, the Żubr brand has been supporting the activities of pro-environmental organizations, state and scientific institutions under the Żubr Fund established precisely for that purpose. So far, together with the Mammal Research Institute of the Polish Academy of Sciences, the following campaigns have been carried out: the purchase of specialized equipment for the Białowieża National Park, the purchase of a supercomputer, i.e., specialized equipment using AI to process data from detectors installed in the forest, and a campaign executed to improve the image of bats combined with erecting special towers for them. In the course of last the year’s campaign, the Żubr Fund supported the Dziedzictwo Przyrodnicze Foundation’s project, creating 50 micro-reserves and securing 15 ha of eternal forests in Eastern Poland, and joined the project of the Polish Society for Nature Conservation “Salamandra” to restore the population of ground squirrel.

The current campaign will be carried out on TV and social media, also with the participation of influencers – friends of Żubr. PR and digital activities were prepared by Huta 19 im. Joachima Fersengelda, media planning and buying was delivered Zenith.