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Kaufland Polska – Lepiej po sąsiedzku

Kaufland Polska – Lepiej po sąsiedzku

What does it really mean to be a good neighbour? Kaufland Polska decided to put local ideas first and give residents a say.

At Great Minds, we developed “Lepiej po sąsiedzku”, a nationwide programme for Kaufland Polska that allows local organisations to submit initiatives benefiting their communities, while residents decide which projects receive funding. We are responsible for the entire project, from the concept and programme mechanics to the online platform and PR communications.

Challenge


  • Strengthen Kaufland Polska’s image as a brand that is closely connected to local communities

  • Turn the idea of being a good neighbour into meaningful action in people’s immediate surroundings

  • Create a programme that engages both local organisations and residents themselves

Execution


  • Programme concept – 263 microregions, with local initiatives selected by residents

  • Community voting system – three projects in each microregion, with one winner chosen by the local community

  • Funding for local initiatives – PLN 10,000 for each winning project, with a total programme budget of over PLN 2.6 million

  • Online platform – an application form and voting system on a dedicated website

  • Collaboration with local authorities – outreach and requests for official patronage across 210 cities

  • PR communications – press materials and media outreach to promote the programme

Effect


  • Local organisations gained an opportunity to secure funding for projects that matter to their communities

  • Residents were given a genuine say in which initiatives would be brought to life in their neighbourhoods

  • Kaufland Polska established a practical way to support local communities, turning the idea of good neighbourliness into action rather than just a brand message

  • “Lepiej po sąsiedzku” combined the reach of a nationwide brand with decisions made at a local level

Kaufland Polska

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