Endangered animal species in Poland stick together with Żubr

August 1, 2022, marked the launch of the 4 th edition of Żubr’s CSR campaign titled “Żubr saves the lives of endangered species”. The king of the forest has been replaced on the bottles and cans of Kompania Piwowarska’s beers by: lynx, bear, moose and pygmy owl. The goal of the campaign is to help endangered species and encourage consumers to treat nature responsibly.

The main campaign carrier is a video referring to the climate crisis, in which Żubr emphasizes that nature’s problem concern everyone. It features a forest in danger of a tornado. Those animals which come across Żubr, the reliable guardian, can consider themselves lucky. Despite the humoristic slogan – “Those who don’t stick together with Żubr are losers” – the campaign’s message has an educational dimension. The campaign encompasses Żubr’s packaging with the images of endangered species, POSM and cooperation with selected local chains. The advertising activities will be carried out on TV and social media, also with the participation of influencers – friends of Żubr.

“With another edition of the educational campaign, we want to spark consumers’ interest in endangered species, allowing them to create more meaningful connections with Żubr, based on a real value, and not just on the product level” – says Urszula Czerniawska-Kapeluch, Żubr’s Senior Brand Manager.

Over two years ago, the Żubr Fund was stablished, the goal of which is to educate the society as well as save and protect wild animals within one of Poland’s most valuable nature areas.

Since 2019, the Żubr brand has been supporting the activities of pro-environmental organizations, state and scientific institutions. It financed specialized equipment for the Białowieża National Park, together with the Mammal Research Institute of the Polish Academy of Sciences it executed a campaign to improve the image of bats, helped save the Dunin Oak – European Tree of the Year 2022, and joined forces with the Leśne Przytulisko Association – Wildlife Rehabilitation Centre. In 2021, The Żubr Find together with the Biebrza National Park repurchased privately owned plots of land located within the park’s area to return them to nature and help protect endangered bird species living in the Biebrza Valley. It was the first initiative of that type at the junction of business and environmental protection in Poland, in response to the postulates of the EU and UN focusing on stopping the climate and environmental crisis.

As part of the campaign and the Żubr Fund’s activity, there will be four more actions executed by the end of the year together with ecological organizations. The Fund will continue its cooperation with the Mammal Research Institute of the Polish Academy of Sciences, but within a completely new project.

The advertising activities will be carried out on TV and social media, also with the participation of influencers – friends of Żubr. The TV spot concept was developed by PZL, produced by Papaya Films, postproduction was delivered by Platige Image and sound engineering by Juice. PR and digital activities were prepared by Huta 19 im. Joachima Fersengelda, media planning and buying was carried out by Zenith.