The best way of promoting St. Martin’s croissant (“Rogal”) was to give a possibility of taste it by one’s himself. The first organized on-line sale of regional product in Poland gave such opportunity additionally supported by sampling in airplanes and trains going abroad. We wanted to spread real advantages of Rogal: the taste and the smell. Therefore scenting city-lights were used for the first time in Poland, bloggers made their own croissants and wrote about.

We were able to create a new channel of large scale regional food distribution. We sold 1500 tons of these fabulous croissants. Auctions including the rogal were visited 90000 times. A mysterious buyer from Warsaw bought most of them. We shipped 89% of the total amount outside of Poznań, including England, Germany, Holland, France and Cyprus. The total budget of the campaign: 23000 Euros, while the advertising equivalency of almost 100 materials: well over 200.000 Euros.