Social media campaign for Tarczyński

Tarczyński S.A. is one of the most recognizable Polish brands, which has been supplying top-quality meat products to both the domestic and international markets for over 30 years. Founded in 1989 by the Tarczyński family, the company has grown from a local business in Lower Silesia to one of the leaders in the food industry in Europe.

Thanks to its consistent implementation of strategy, continuous development, and investment in modern technologies, Tarczyński has become a symbol of quality and innovation in the meat products category. The Tarczyński brand is particularly well known for its production of kabanos sausages—its flagship product, which has gained recognition both in Poland and abroad. In addition to kabanos sausages, the company’s portfolio includes a variety of cold cuts, frankfurters, and meat snacks that meet the needs of today’s consumers. The company is constantly innovating, offering products adapted to changing food trends, such as the Tarczyński Naturalnie line – without preservatives and artificial additives – or even products aimed at vegetarians and flexitarians, such as plant-based kabanos sausages.

Customer:

TARCZYŃSKI

Date of completion:

August 2022 – April 2023

Scope of work:

Brand communication strategy in social media and its implementation, photo shoot and preparation of graphic materials: posters, key visuals, banners, animations, online and offline campaigns, creation of a career website.

_Challenges

The location of the plant in Ujeździec Mały, which is a barrier for candidates who do not live in the immediate vicinity.
Skillful promotion of a values-based culture.
Preventing image crises.

Building trust in the brand and image of an innovative company (stereotype of a Polish family business, high staff turnover, perception of the brand as an employer offering employment exclusively in production).
The complexity of the project.

_Set goals

Key Visual

Creation of several versions of the KV, which was used at various points of contact between the candidate and the employer's brand in order to strengthen the message, distinguish the brand, and convey its essence. In the later stages of cooperation, the KV was adapted to various media.

Brand communication in social media

Consistent and transparent brand communication aimed at building interest in the company as a valuable place to work (Facebook).

Awareness campaign

Implementation of online and offline activities aimed at increasing the number of applications for selected job positions.

PR services

Distribution of press releases, copywriting support, website content management, crisis management.

_Effects of cooperation

- Increasing interest in the employer brand and improving its image, thereby increasing the diversity of applications.
- An increase in the number of followers and the reach of posts on social media, as well as the number of visits recorded in the career tab.
- Improved positioning compared to competitors.
- Developing a consistent brand message in terms of graphics and text.
- Modernization of graphic materials.