Kaufland, like other brands in this segment, places particular emphasis on Saturday – this is the day when Poles do their biggest shopping. The chain's Saturday campaigns have for years been maintained in a strong, energizing, musical convention, to recall, for example, Saturday Superłup based on the hit "Super Gut" by Mo-Do or the Supersobota campaign based on the song "Gotta Go Home" by Boney M.
This time, the Kaufland earworm was created from scratch, especially for Saturday's campaign. The vibe? A holiday disco party, fun, ease and joy. The song is the basis for TV spots, and the communication also includes digital formats.
