- Home
- Case studies
- Pyszne.pl
Conference League promo or Pyszne.pl? Yes.
A campaign proving that football emotions and takeaway food can go hand in hand – even for people who don't watch football.
Challenge
The Conference League Final? For many, a completely unknown event.
Can you combine two such different things? Definitely. Can you do it in a fun way? You have to – especially when the communication has to promote an event far less recognisable than, say, the Champions League Final, while also reaching people with zero interest in football.
These are the challenges we like best.
Idea
Sport and food. A perfect match for catchy communication.
Okay, the Conference League Final isn't exactly a household name. And yes, football is still our national sport. So we leaned into emotions and phrases from the football world that everyone knows – even people who've watched no more than two matches in their life.
We paired terms like offside, goal or penalty with dishes and food-related phrases that sound similar in Polish. The format? A question and an answer, to grab attention and hold it. The result? See for yourself.
Execution
The campaign launched as a series of digital and outdoor creative, built around a simple, memorable formula: a question pulled from football slang, answered with a dish from the Pyszne.pl menu.
Lines like "Rożny?" ("Corner?"), "Karny" ("Penalty"), "Spalony?" ("Offside?") and "Padł gol!" ("Goal!") ran across 250 ad placements, building a consistent, recognisable series throughout the campaign.
Project team
- Project management
- Tomasz Dolczewski
- Copywriting
- Maciej Karolczak
