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Kaufland sets the standard for communication around the deposit return system

Kaufland sets the standard for communication around the deposit return system

From the very beginning of the deposit return system implementation, Kaufland Poland was fully prepared for the upcoming changes. Our role was to explain the new rules to customers and show the media that the retailer was not only implementing the required changes but also setting a standard for how the system could be introduced.

The campaign resulted in strong media visibility, extensive coverage and a shift in how Kaufland’s role in the implementation of the deposit return system was perceived.

Challenge


  • Explaining the rules of the deposit return system and how they would affect customers’ everyday shopping experience

  • Making a new and complex topic easier to understand and more familiar for consumers

  • Showing that Kaufland was ready to implement the system from the first day of the new regulations

  • Strengthening Kaufland’s position as a retailer prepared to successfully navigate regulatory changes

  • Translating an operational and regulatory topic into a clear message understandable for both media and consumers

Execution


  • We planned a nationwide information and education campaign divided into several stages, focusing on clear explanations of how the deposit return system works and what it means for customers

  • Ongoing media relations activities supported the campaign by providing journalists with current information, materials and answers to emerging questions

  • Together with a market research agency, we conducted a representative survey among Polish consumers to understand their knowledge of the system and identify key barriers to participation

  • The research findings became the foundation for a media event combining the presentation of results with a practical look at how deposit return machines work behind the scenes

  • Journalists were given the opportunity to speak with experts and people responsible for implementing the system across Kaufland stores, creating space for deeper understanding of the operational changes

Effect


  • The campaign generated hundreds of media publications with multi-million reach across national and regional outlets

  • Kaufland gained organic visibility in key business, retail and industry media

  • The press tour engaged dozens of journalists from general news, business, trade and lifestyle media

  • Communication around Kaufland shifted from a retailer adapting to new obligations to a brand actively setting standards for the implementation of the deposit return system

  • The campaign strengthened Kaufland’s position as a retailer prepared for the transition and contributed to building trust in both the system and the brand’s role in the environmental transformation

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