Żabka

Our partnership with Żabka began with a digital signage content pilot across more than 100 stores. From the outset, the goal was to create a scalable communication system that could grow alongside the retail network, accommodating an increasing number of locations, screens, formats and promotional variations.

Until then, in‑store communication had relied primarily on printed materials. The aim was to replace these with a dynamic digital signage system that could display current offers and promotions, support sales, enhance the shopping experience and adapt content to different locations, times and customer needs.

The challenge lay not only in the scale of production but also in the diversity of communication. Each two‑week campaign cycle brought new products, offers and promotional mechanics, requiring a fresh, creative approach. Content needed to capture attention, engage shoppers and support sales while strengthening Żabka’s brand image.

We developed a content system covering product, promotional, pricing, informational, seasonal and brand content. We created master templates, guidelines for presenting products and prices, and a consistent animation style that maintained Żabka’s brand identity across a wide range of formats and content variations.

We produced content for different touchpoints along the customer journey, from storefront displays and promotional screens to custom in‑store formats and digital menuboards supporting the foodservice offering. We also created content for coffee machines, QSS and Żabka Drive. Each format served a specific purpose and required content tailored to its location and the context in which shoppers encountered it.

The system allowed content to be tailored to factors including location, screen type, store format, time of day, promotions and weather conditions. Through data integration, content could change automatically, for example, promoting hot coffee on colder days and refreshing drinks or ice cream when temperatures rose.

As the project scaled, we also developed production automation. Templates and scripts enabled us to generate content variations, assemble materials from reusable components and streamline preparation for playback. Using Signio, we managed content and its distribution across the entire network covered by the project.

A representative two‑week campaign cycle in the later stages of the partnership involved approximately 160 individual animations and 350 final files.

Combining master templates, automation and centralised content management allowed us to maintain consistent communication despite the growing number of formats and variations. It also enabled us to respond quickly to changes in the product range, new promotions and additional requests outside the standard production cycle.

The model we developed evolved alongside Żabka’s network, accommodating new stores, screen configurations and digital signage applications. This allowed a single content production and management framework to support an increasingly complex digital communication environment.