Wordplay-driven Facebook communication that lifted daily post reach by 50%
Playful, wordplay-driven Facebook communication for Produkty Cukiernicze Brześć — without spending a single złoty on paid Meta campaigns, we lifted daily post reach by 50%.
Our client
Produkty Cukiernicze Brześć is a family business making traditional confectionery from home recipes — above all the brand's flagship sweets, its choux pastry straws and choux puffs, alongside yeast and shortcrust cakes, bundt cakes, and gingerbread. It has been running since 1984, and over the years it grew from a small local plant in Brześć Kujawski into a company recognized at home and abroad.
The brand pairs traditional confectionery craft with modern machinery and automated production. Active participation in trade fairs abroad keeps it investing in the newest technology, which ensures consistent, high-quality production — confirmed by international BRC, Halal, and KAT certifications.
The challenge
Social Lama's brief was to build an engaged community and trust in the Brześć brand on Facebook — and to reach the target audience (women over 25) without putting a single złoty into paid Meta campaigns.
- Growing brand recognition and reaching the target audience through organic activity alone.
- Reaching consumers effectively with news of the Brześć portfolio, new products included.
- Using the communication to highlight the brand's fast growth, above all its ever-widening distribution network.
- Active moderation that builds the products' image as favorite snacks worth keeping at home.
Results
Produkty Cukiernicze Brześć
Our approach
Wordplay that turned sweets into leading characters
For the Produkty Cukiernicze Brześć Facebook page we built the communication on skillful wordplay. Funny little scenes became our main way of talking to fans — Brześć sweets in the lead roles, trading dialogue built on double meanings.
We mixed familiar sayings, proverbs, and set phrases, giving them new meaning in the mouth of a choux straw, a choux puff, or a bundt cake.
Fans who write the jokes themselves
Wordplay worked so well on the Produkty Cukiernicze Brześć page that it spurred the audience to be even more active. On their own initiative, people didn't just read our dialogues — they started writing their own.
For us that's the best proof that the content we make is interesting and engaging for the target audience.
Influencer collaborations and a dedicated Euro 2020 shoot
We planned the influencer work to reach audiences interested in food, and ran the campaign end to end — from recommending creators and negotiating terms to closing the collaborations.
In 2020 we also produced a dedicated photo shoot for Euro 2020: we handled model casting, the set and lighting, the concept (moodboard, script), and coordination of the photographer and the cast. The material fed a big contest built around cheering on the team — fans happily posted their own game-day moments with Brześć products, which significantly grew the campaign's reach and strengthened the bond between the brand and its fans.
A Facebook contest every month
Every month we ran the Facebook contests end to end: concept, content, monitoring and moderation (keeping an eye on entrants, answering questions, removing posts that broke the rules), picking winners, shipping prizes, and reporting on results.
The Brześć brand at industry trade fairs
On the Produkty Cukiernicze Brześć profile we also published brand-image content on a regular basis, showing the Brześć team at industry trade fairs and events. With those posts we built brand awareness and market presence, demonstrating the brand's commitment to growth and to promoting its products.
Over the same period the brand widened its distribution channels significantly, entering Poland's largest retail chains and posting a 10x increase in exports — to the US, the UK, and EMEA markets, among others — together with the Good One PR team.