The campaign was built around everyday moments that resonate with younger audiences: spending time with friends, gaming together, relaxing after a busy day or simply enjoying occasions when a snack naturally becomes part of shared experiences.
Rather than focusing communication solely on the product itself, the concept highlights the situations and contexts in which the products become part of everyday life. The creative approach combines humour with relatable scenarios, presenting Sokołów PRZEkąski and HOT Kabanosy as a natural companion to these moments.
As part of the project, Great Minds developed the creative concept and translated it into a comprehensive digital communication strategy. The campaign includes short-form video content, static creatives and materials designed specifically for social media channels, including TikTok, Instagram and Facebook.
An important part of the production process was the use of generative artificial intelligence tools. AI supported the team in exploring creative directions, developing selected visual assets and adapting communication to different formats.
The campaign is currently running across Sokołów’s digital channels.