Let’s be honest—advertising sausages and hams is the ultimate creative challenge. It’s not glamorous, it’s not trendy, and it’s definitely not the stuff of Instagram dreams. In fact, in my entire career, I’ve only seen one ad for sausages that actually worked. And that’s because it was funny. (Johnosnville Sausage) But did it make you believe the sausages were good? Not really.
So, when JBB Bałdyga approached us with the task of promoting their meats, we knew we had to think outside the box. Or, in this case, outside the smokehouse. JBB was already a big name locally, especially on the Kurpie—a region so niche that most Poles can’t even find it on a map. Our challenge was to elevate JBB’s status beyond their local fame and make everyone, everywhere, recognize them as the masters of their craft.
The Kurpie Way
We decided to kill two birds—or rather roast two sausages. First, we wanted to showcase the unparalleled craftsmanship of Kurpie meat artisans, who are so committed to quality that they don’t compromise on anything. Second, we aimed to establish the Kurpie as a unique and legendary group of people—on par with the proud Górale (Highlanders) or resilient Ślązacy (Silesians).
The Kurpie in our campaign became the ultimate perfectionists. Tough, determined, and unyielding, they are the kind of people who would spend an entire week perfecting a single sausage recipe. Just because they can. Their motto? “If it’s not the best, it’s not Kurpie.”
Building a World of Stubborn Perfectionists
Poles love tradition, especially when it comes to food. But how do you make “Polishness” feel fresh in a world where even international grocery chains are trying to tap into that sentiment? The answer was simple: create an entirely new cultural identity for the Kurpie.
In our campaign, the Kurpie became legendary craftsmen. We gave them grit, determination, and a touch of humor. Their stubbornness became their defining trait, summed up in the phrase, “Stubborn as a Kurp.” By the end of the campaign, I was convinced this phrase would stick in people’s minds. And maybe even make its way into the Polish dictionary.
Why It Worked
The success of this campaign wasn’t just about clever storytelling. It was about celebrating a deep-rooted tradition and giving it a modern, relatable twist. JBB Bałdyga wasn’t just selling sausages anymore. Why? Because they were selling a story.
The result? Not only did JBB earn the reputation of a top-tier meat producer, but the campaign also won the Gold Effie Award, proving that advertising sausages can be just as prestigious as advertising luxury cars (well, almost).
Effie Award Kurpie Campaign
Watch the whole campaign:
Curious to see how we made stubbornness and sausages a winning combination? Watch the commercials below:
Behind the Campaign
This campaign was a team effort. From the rugged design of the packaging to the cinematic storytelling the story was carefully crafted by an incredible group of people:
Creative Director: Danuta Nierada
Creative Team: Krzysztof Nienałtowski, Bartek Trusiak, Fryderyk Klyszcz, Marcin Królewicz
Strategy: Izabela Ogórek, Dominika Sztajnert
Design: Ewelina Gąska
Client Service: Marta Bresińska, Lena Stryjewska, Dominika Parol
Media: Blue 449
Film Production: Eliza Kurek
Director: Michał Bulik
Production House: Film Produkcja
Post-Production: Lunapark
Sound Design: Spot Studio
