Vegan food market in Poland

Imagine that you go to Facebook and there are pictures of sausages, kabanos to be exact, everywhere. They are posted by your friends, the fan pages you like, and strangers on groups you belong to. Sounds like science fiction?

Meanwhile, it is reality as kabanos are plant-based. This is more or less how social media looks from a Polish vegan’s perspective when a new plant-based product comes out. This was the case when Polish brand Tarczyński released vegan kabanos.

A post on one of the vegan Facebook groups about Tarczyński’s plant-based kabanos sausages. It was liked by 1,500 people. This is just one of many posts on the topic.

A post on one of the vegan Facebook groups about Tarczyński’s plant-based kabanos sausages. It was liked by 1,500 people. This is just one of many posts on the topic.

Out of curiosity I checked the company’s Facebook page. The average number of likes for the brand’s posts is about 100, while the post about vegetable kabanos was liked by 3,400 people. In addition, it had 1,000 comments and almost 500 shares.

Vegans are a very marketing-savvy group who share information about plant-based products. Some of the posts on this topic have a reach that some companies can only dream about on their social media.

The post on the RoślinnieJemy campaign profile about Polish brand Społem Kielce mayonnaise was liked by more than 4,000 people.

The post on the RoślinnieJemy campaign profile about Społem Kielce mayonnaise was liked by more than 4,000 people.

I remember coming across a candy bar in Rossman years ago that had on the label: “suitable for vegans”. I was overjoyed. Apart from the fact that there weren’t too many products dedicated to this consumer group back then, the very fact that the phrase “suitable for vegans” was used was heartening.

Most people twenty years ago did not know what veganism was.

Today, it doesn’t often need to be explained. The world’s largest companies are racing to release plant-based substitutes for common foods.

Is this a fad? No, research leaves no doubt that this is a growing trend.

Many celebrities are extolling the virtues of a plant-based diet, including foreign stars such as Moby, Joaquin Phoenix, Peter Dinklage, and James Cameron, to name just a few, as well as Polish stars such as Julia Kamińska, Agata Buzek and Karolina Pilarczyk.

Warsaw has catered to vegans for a long time. The HappyCow website listed it as the seventh most vegan-friendly city in the world, followed by London in first place and Berlin in second.[1]

In this article, I analyze how the Polish vegan market evolved and give some interesting examples.

In addition to the examples of advertising campaigns presented in the article, I’ve collected 20 creative and distinctive advertising campaigns for vegan products in a free e-book. You can download it by subscribing to our newsletter.

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The growing popularity of vegan products can be seen in supermarkets.

This is a page from Lidl’s pamphlet.

Polish people open to new flavors

– Over the past 1.5 years, we’ve talked to dozens of meat, dairy and other producers in Poland. The first problem we see is the lack of information. Just two years ago, 90 percent of such companies did not know that Beyond Meat had gone public in the US, and that it was their competition – says Piotr Grabowski, co-founder of foodtech.ac.

– How does the Polish producer think? “Some veganism there, some substitutions there, but how much of it will be our production?”. Until they feel that the competition is catching up, they won’t start on their own. They don’t believe that maybe it’s a good business and they don’t bother with it. They also fail to see that today a foreign company can conquer the market quickly. They enter Poland with a higher marketing budget and flood the market with products and there is nothing left to collect – adds Grabowski.

A risky investment? Not if you look at the statistics.

According to the Central Statistical Office, meat consumption in Poland is declining. In 2019. Poles ate 2.24% less meat compared to 2018.[2]

A survey conducted by Pyszne.pl shows that there are 1 million vegans and vegetarians in Poland, and 2 million people are considering a meatless way of eating.[3]

At the same time, more and more stores are releasing plant-based products, including drinks, tofu and vegan meats substitutes. Why? Because it’s paying off.

– Nielsen surveyed the Polish market for vegan products for the first time. The highest value was achieved by plant-based milks: 253 million PLN, ready meals such as vege burgers or falafels 107 million PLN and sandwich pastes 81 million PLN. All these products recorded double-digit growths of respectively: 30%, 16% and 23%. Such a trend has been visible for several years now. “It is influenced by the attitudes of consumers with increasingly affluent wallets, ready to spend more on groceries and looking for healthy products – says Bożena Rudaś, Business Development Senior Consultant at Nielsen Connect.[4]

The popularity of vegan products in Poland is on the rise. Source: Nielsen Connect

– Innovation pays off. In large EU markets, such as the UK, Germany or France, a successful innovation is a product whose sales value in the first year exceeds 10 million euros — Karolina Zajdel-Pawlak, Managing Director of Nielsen Connect in Poland – The higher than regional average sales value results from the size of the market and the number of households, but it also shows the level of economic development of the country and the willingness of Polish people to try new products.[5]

The fact that it pays off, however, does not mean that Polish producers – at least the majority – realize this.

Qurczak, a Polish brand that produces a chicken meat substitute, was recognized by Brief magazine in its ranking of the 50 Most Creative People in Business. Source: Facebook Qurczak

Cooperation with organizations promoting veganism

I asked some of Poland’s largest organizations promoting a plant-based diet if and how they were affected by this trend.

– The involvement of the Polish food industry in plant-based products has changed dramatically over the past three years. From a downplayed and marginalized trend in the eyes of producers, it has become one of the main areas of interest. You can see it on store shelves, and also at industry events, where topics related to plant-based products are strongly emphasized – said Maciej Otrębski, strategic partnerships manager at RoślinnieJemy.

There is also a growing interest in certifying products suitable for vegans and vegetarians.

– I see an increase in interest and willingness to label products. I can safely say that in the Foundation, the year-over-year increase in certified products is about 100 percent – says Agnieszka Grzywaczewska, coordinator of the Znak V certificate, Viva! Poland.

– More and more new companies are signing up, including those not involved in plant production on a daily basis. Examples include dairies such as MSM (Mazowiecka Spółdzielnia Mleczarska), Polmlek Group, and large meat processing plants, which are beginning to see a future in plant production. A great example here is the recent certification of Tarczyński’s vegetable kabanos – says Przemysław Chojnicki, V-Label Poland certification director.

The meat industry itself has started to open up to the growing market of meat-free products. It not only has launched its lines of these products, but also taken part in conferences of pro-animal organizations. It has also invited its representatives as speakers at industry events. One of the experts at the Meat Congress ’20 was Maciej Otrębski from Roślinniejemy.

– What is interesting is that retail chains are introducing plant-based products under private labels. I would venture to say that we can talk about a market segment rather than a trend – said Otrębski during the Congress.[6]

More and more companies are choosing to certify their products.

The dairy that switched 100 percent to plants

Jogurty Magda production facility has been operating in Poland for nearly 30 years. It is a family company located in Nowy Targ producing yogurts… from cow’s milk.

Everything changed when Magdalena Kubit, the company’s managing director, started a vegan revolution. The plant began producing plant-based yogurts using coconut milk.

– In preparation for Planton, we undertook extensive market research. We tasted dozens of products from all over Europe and set the bar very high for ourselves. The product by definition had to be delicious and not only aimed at vegans – says Magdalena Kubit.[12]

In 2017, the company had a revenue of 5 million PLN. It started with the production of vegan yogurts at the end of 2017. In 2018, it had PLN 12.4 million in revenue.

The demand for the product was so high that the plant completely switched to vegan production. It is the first Polish dairy to produce only plant-based products.[13]

Ethics are at a premium

While some companies avoid as much as possible wording relating to a vegan diet, others go head-to-head with the topic. And, contrary to the research cited above, they’re doing just fine.

The first example: a spot for Dobra Kaloria, a Polish company producing vegetable bars, vegan burgers, vegan sausages and other vegan products.

The spot breaks most of the rules mentioned so far. In the introduction to the advertisement we hear that it is a burger without meat, which looks and tastes like meat.

The company puts a lot of emphasis on ethical considerations in the commercial. We hear that “the burger does not contain animals, of course and the tears of your grandson, whose planet was destroyed”. And all in a slightly humorous tone, delivered in a visually appealing form.

Why does this advertisement work?

I think it is a matter of consumers’ readiness for such a message. Dobra Kaloria has been around for almost 30 years. I remember during a conference organized by ProVeg, Dorota Kubara, co-owner of the brand, said that many years ago the brand tried to launch products dedicated to vegans and vegetarians.

At that time, however, it did not succeed. The market, and with it the customer, had to mature for it. This time, the company timed itself perfectly with its product.

This also shows that as customers become more accustomed to veganism brands will be able to be bolder in their messaging.

The power of association

Some companies deliberately compare their products to their non-vegan counterparts. Statements are made such as: familiar form, but better taste; great taste, but without animal suffering; and healthier version, better quality.

An interesting example is the Alpro Soya brand campaign. The advertising of plant-based drinks and yogurts refers to the well-known advertising slogan “drink milk, you will be great”. On the brand ads we read: “You are great”.

This is another sign of the times, because just 10 years ago on vegan forums there was a petition circulating addressed to the company to release their yogurts in Poland. They were available in Germany, but not in Poland.

The company remained unmoved by the requests of the then not so large group of consumers.

Today, its yogurts can be found in most major retail chains.

Shelf placement in stores

The place for vegan products is in … well, exactly where?

– Vegan food producers began to demand to be positioned as equals in the store. Their marginalization in the bio/eco zone was not good. It divided customers. We are not attacking 10 percent of the vegan/vegetarian market. We are attacking 100 percent of the market and we aim primarily at flexitarians, people who want to limit their meat consumption – says Piotr Grabowski.

– Thanks to the fact that we stood in the company of meat, we reached a completely new audience, and these are customers who would never in their lives approach a shelf with hummus. These are just people who went to Lidl or Kaufland to buy a sausage for the barbecue, and their hand probably trembled and they took those meatballs or a burger. We started to get very nice feedback from people who had never had contact with plant-based products before. – said Karolina Kubara (Dobra Kaloria) at the 2019 Plant-Powered Perspectives conference.[26]

A shelf in a meat section in a supermarket with vegan meat substitutes

Trends

What does the future hold? Certainly even more plant-based products taking Polish food stores by storm.

– Retail chains are actively looking for new vegan products. They want them on their shelves. It used to be that you would go to a merchant and the merchant would say: “people don’t know it, small margin, it’s some kind of novelty, I’ll just take some”. Today the merchant says: “give us more, do you have any interesting projects? what will appear in six months, what in a year?”. Now we’re accelerating a team developing a brand of bean-based vegan yogurt, Cool Beans. The girls have actually only shown the product at the Plant-Powered Perspectives conference this year, and people are already reaching out to us with questions about it – says Piotr Grabowski.

This is also confirmed by Polish organizations dedicated to promoting a plant-based diet. When asked “what collaboration has surprised you the most?”, Przemyslaw Chojnicki replied:

– We are no longer surprised by cosmetics, clothing or furniture. However, there are sometimes seemingly very exotic applications. One example is the certification of firefighter helmets, which we dealt with last year. This shows how much demand we are starting to see in the world for vegan products.

Educating the Polish market about veg products with ExplainVisually

On the one hand, we want to reach vegans and vegetarians, and on the other hand, we want to reach other consumer groups.

I don’t want this to sound directly like an advertisement, because I really believe in what I write….

I believe that we at ExplainVisually can help vegan food producers.

Over the past years, we’ve repeatedly told stories about new applications, industrial IT systems, or restructuring at a rocket engine factory in simple terms. We have created animations, presentations, infographics and websites for startups and corporations such as IKEA, Orange and TAURON.

That’s why we know the topic of market education inside out.

The topic of plant-based nutrition is close to my heart. I have been involved in the promotion of a plant-based diet for several years and have worked with many companies, with publishing a magazine about the vegan diet, organizing lectures, workshops and trade fairs.
I know how to talk about vegan products and, above all, I understand them.

Besides that, we know Polish consumers.

Research shows explainer videos are a great way to reach customers.Explainer videos allow you to stand out.

You can download the free e-book “20 interesting vegan advertising campaigns” by subscribing to our newsletter

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If you want to learn more about how we can help you and your product, contact us.

Martyna Kozłowka

She studied Japanese and linguistics at the University of Warsaw, but it was her work for an NGO, first as a volunteer, and then professionally, that shaped her interests. As a coordinator of one of the campaigns she organized conferences, meetings at the Parliament, fashion shows, made interviews with politicians and celebrities. She also took care of social media and marketing. Now she is responsible for marketing and running social media at ExplainVisually.

Bibliography

[1] Warszawa wśród 10 najbardziej przyjaznych weganom miast na świecie: https://www.focus.pl/artykul/10-najbardziej-przyjaznych-weganom-miast-na-swiecie-wsrod-nich-warszawa

[2] Errata: Raport GUS – Przeciętne spożycie mięsa na osobę spadło w Polsce o 2,24% w 2019 roku: https://roslinniejemy.org/blog/gus-przecietne-spozycie-miesa-na-osobe-spadlo-w-polsce-o-20-w-2019-roku

[3] Polacy rezygnują z mięsa: https://archiwum.rp.pl/artykul/1413153-Polacy-rezygnuja-z-miesa.html

[4] Badanie Nielsen: Wege warte miliony: https://www.petrolnet.pl/badanie-nielsen-wege-warte-miliony/

[5] Hot dogi bez mięsa wielkim hitem: https://www.rp.pl/Przemysl-spozywczy/310279959-Hot-dogi-bez-miesa-wielkim-hitem.html

[6] Maciej Otrębski, RoślinnieJemy: zamienniki mięsa to już nie trend a segment rynku: https://www.wiadomoscihandlowe.pl/artykul/maciej-otrebski-roslinniejemy-zamienniki-miesa-to-juz-nie-trend-a-segment-rynku

[11] Greggs’ vegan sausage rolls fuel profit boom: https://www.theguardian.com/business/2019/may/14/greggs-vegan-sausage-rolls-fuel-profit-boom

[12] „Nie byłoby Plantonów bez prawie 30-letniego doświadczenia produkcji jogurtów mlecznych” – wywiad z Magdaleną Kubit: https://roslinniejemy.org/blog/nie-byloby-plantonow-bez-prawie-30-letniego-doswiadczenia-produkcji-jogurtow-mlecznych-wywiad-z-magdalena-kubit-ceo-firmy-jogurty-magda

[13] Jogurty Magda. Dobry biznes na jogurtach dla wegan: https://www.forbes.pl/biznes/jogurty-dla-wegan-polski-producent-jogurty-magda/xdmxy7w

[14] Magazyn „Vege” 3/2019

[15] Linda Bacon, Jonathan Wise, Sophie Attwood i Daniel Vennard, The Language of Sustainable Diets: A Field Study Exploring the Impact of Renaming Vegetarian Dishes on U.K. Café Menus, 2019

[16] The dos and don’ts of marketing plant-based foods: https://www.foodbusinessnews.net/articles/13280-the-dos-and-donts-of-marketing-plant-based-foods

[17] Unia Europejska zdecyduje, czy wegetariańskie burgery mogą być nazywane burgerami, skoro nie ma w nich mięsa: https://bezprawnik.pl/wegetarianskie-burgery-unia-europejska/

[18] „Mleko sojowe” i „masło roślinne” zakazane. Trybunał Sprawiedliwości na wojnie z weganami i podszywaniem się pod mięso: https://bezprawnik.pl/tsue-kontra-weganie/

[19] Wegeburger nie zostanie zakazany. Burzliwa debata o… bezmięsne parówki: https://www.msn.com/pl-pl/wiadomosci/polska/wegeburger-nie-zostanie-zakazany-burzliwa-debata-o%E2%80%A6-bezmi%C4%99sne-par%C3%B3wki/ar-BB1an00e

[20] Oatly: Another Swedish Success Story in China: https://www.marketingtochina.com/oatly-another-swedish-success-story-in-china/

[22] Impossible Burger’s ‘bleeding’ ingredient gets FDA approval: https://www.fooddive.com/news/impossible-burgers-bleeding-ingredient-gets-fda-approval/528577/

[23] Vegan Oatly Exceeds Sales Targets After ‘Like Milk But Made For Humans’ Campaign: https://plantbasednews.org/lifestyle/vegan-oatly-exceeds-sales-targets-after-campaign/

[24] KFC lures flexitarians and curious vegans with Imposter burger: https://www.campaignlive.co.uk/article/kfc-lures-flexitarians-curious-vegans-imposter-burger/1587562

[25] Should Vegan Products Be Sold Alongside Meat And Dairy Items In Retail Stores? https://www.forbes.com/sites/katrinafox/2018/05/07/should-vegan-products-be-sold-alongside-meat-and-dairy-items-in-retail-stores/#40e6f1ff3204

[26] #ppp2019: Karolina Kubara – Pół roku z roślinnymi burgerami: https://www.youtube.com/watch?v=V8Kpy4cmZ4w

[27] Abel Thomas , Roshan Deshmukh , Vegan Food Market by Product Type (Dairy Alternative, Meat Substitute and others) and Distribution Channel (Offline and Online): Global Opportunity Analysis and Industry Forecast, 2019-2026; 2019

[28] W 2019 roku weganizm wszedł do mainstreamu. Jak trend będzie ewoluował w tym roku? https://www.dlahandlu.pl/detal-hurt/wiadomosci/w-2019-roku-weganizm-wszedl-do-mainstreamu-jak-trend-bedzie-ewoluowal-w-tym-roku,84565.html

Oscar Krysik

With over 10 years of experience working with renowned brands such as Lipton, Listerine, and Ben & Jerry’s, I have developed comprehensive communication plans, executed brand launches, and devised effective brand strategies. I am committed to understanding key messages and ensuring they reach the right audience. My experience also includes brand creation, exemplified by the launch of Benji’s Planet, a premium dog food brand. As a brand and marketing consultant, I help businesses craft their brand identity and communicate their value propositions effectively. I regularly update my skills with new certifications and stay abreast of marketing trends to ensure my strategies are cutting-edge. Outside of work, I am passionate about design, graphic arts, and enjoy bouldering in my free time. Contact me for expert brand and marketing consultation.

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What is visual thinking? Imagine this situation... You get up in the morning. You reach for your cell phone and there is a black and white screen and a wall of text. You walk over to your desk and check your planner. A wall of text again! Even the division into days...

Hybrid animation – what it is, advantages, examples

Hybrid animation is, in simple terms, the integration of 2D and 3D animation. This combination of different techniques allows you to take advantage of the benefits of each technique, and thus create a better animation.An example of hybrid animation is combining 2D and...

Communication in change management: how to improve it, and what to keep in mind?

Research shows half of the company's change initiatives fail, and only 34% achieve the intended result. (Gartner, 2020) Where does resistance to change come from? Often workplace changes are perceived as “imposed” and unnecessary. No one likes imposed changes or...

Need help naming a product? Here’s how to find the best name for all your products

What’s in a name? Everything! Whether it’s the product or brand name, getting the perfect name is a critical aspect of product success. And we have a long list of terrible names to prove it. Nintendo Wii U Drysack Wine Nokia Lumia (Lumia means ‘prostitute’ in...

How we helped European Rover Challenge make an animation to attract sponsors

About the Client: European Rover Challenge (ERC) is the largest robotics and space event in Europe, organized since 2014. The multi-day event attracts students from universities, professionals working in the space sector and space enthusiasts from around the world...

How to write a script for an animation? 16 practical tips

Explaining how to write an animation script can take up a whole book! But if you are here, it means that you do not have time to go so deep into the topic. Therefore, in this text, I have compiled 16 practical tips on how to write an effective animation script. All...

Animation for Winaico that helped save salespeople time

About the company: Winaico is a German photovoltaic module manufacturer, that has been in existence since 2008. The company operates in Europe, USA, Japan and Australia. Company size: up to 100 people Company departments involved in the project: Country Manager...

How did we help Santander educate employees about the new way of designing the product?

About the company Santander Bank - the largest bank in the Eurozone Company size: Poland (11,000 employees), worldwide (190,000 employees) Company departments and people involved in the project: Service Design & Design Research Department: Head of Service Design,...

Animated video: 6 application examples

Animated video can serve various purposes. For example, it can advertise a new product of a company, help it enter the market, explain regulations to potential customers, or explain socially important issues to an illiterate population. This type of video is becoming...

Promotional Video Production: How to prepare to work with a studio to make your film a success

The stakes are high because the video will be shown at a trade show, a company event or during a video campaign. If the project doesn't make it to the clients, the money will go down the drain and the person responsible for the production may end up without a job!...

6 animation trends that will capture the market in 2022

When we compare animations from a dozen or so years ago with those created today, you can see the difference in the degree of advancement, and also in the style and graphics. This is largely a matter of fashion. Below I will list a few trends that I think will conquer...

How to choose an animation studio? 9 tips

Wybór studia animacji może przesądzić o sukcesie końcowego video. I choć tekst na ten temat pisany przez studio animacji z pewnością nie jest w pełni obiektywny, przykłady własne służą tylko zilustrowaniu poszczególnych kwestii. Niezależnie od tego, na jakie studio...

Brand videos: how they differ from other videos and how to make them… with examples

Perhaps you are wondering how to reach your customers effectively? How to make them see your brand's potential and answer their needs? A brand video may help. It is a video or animation that will: Build brand awareness Include your logo and other distinctive...

16 interesting animations from 16 countries

The following list of animations from 16 countries worldwide is highly subjective. Each is interesting and unique for different reasons, which we write about in the text.England An animation released in 2018 by the British cookie company McVitie. The campaign...

Promotional videos for businesses – 6 types you need to know

Promotional videos are usually short advertising videos. They are designed to convince customers to buy a particular product or use a company's service. There are many types of promotional videos, but we present six of the most popular. Each can be filmed using either...

Animated ads – types, examples, prices

Animated ads are one of the most popular forms of video marketing. They are usually much cheaper to produce than a traditional film shot on camera. They also allow for greater creative freedom. Below we discuss the types of animated ads along with examples and prices...

Corporate video production – 7 sins not to commit if you want a boring video

Producing corporate videos often comes with high hopes. The company hopes to enhance its image, build trust among customers and excitement among employees. Unfortunately, the truth is that most corporate films are... boring. Why is this the case? And what can you do...

Visual Thinking in Business: 6 levels you can implement in your company [+Examples]

Myślenie wizualne to - w dużym skrócie - używanie wizualizacji, żeby ułatwić dostrzeżenie, zrozumienie i zapamiętanie informacji. Jego przejawy obserwujemy, gdy widzimy na trasie znaki drogowe, oglądamy infografiki czy projektujemy nowe produkty na warsztatach Design...

Podcast Visual Communication For Storytelling featuring Maciej Budkowski

Maciej Budkowski, Managing Directorof our company, got invited to The Business Storyteller Podcast by Piktochart. As we can read on their website: "this is a series of conversations with inspiring leaders and entrepreneurs to share their knowledge and experience in...

Visual thinking in business – what it is, how it works and how it can help

Corporate videos – 9 examples to help you create the best video for your company

You want to create a corporate video. You probably have a lot of questions. What to pay attention to? What is involved in the production of a video? How much do corporate films cost? If you type in "corporate films" in Google over two million results come up. You...

Pictures vs. illustrations vs. instructional video – when to use what to make our instruction effective

Imagine you are sitting comfortably on a plane, reading a book. Suddenly you feel turbulence that is much stronger than usual. You start to get anxious, especially since you see people around you panicking. Then you hear the captain's voice from the speakers: "Please...

Customer Segmentation: The Cornerstone of SaaS Pricing

Most personas are eye-rollingly useless. Product Managers usually create these personas to satisfy Agile’s user story framework, adding nothing (or even causing harm) to the process of creating breakthrough products and offers. The managers who create these useless...

How to get people to follow the recommendations of the Ministry of Health, doctors and pharmacists? [Visual Thinking in Medicine]

You have a fever, you feel weak, and your cough is getting worse. Normally this wouldn't concern you, but there is a coronavirus raging in the world so you have doubts. Just in case, you call the hotline. The lady on the other end of the phone patiently explains what...

Sales enablement: what it is, why implement it and how to do it

Sales enablement is primarily about making salespeople's work easier and faster for them to achieve sales targets. How does it work in practice? It is a bit like the organization of a football club. Let's look at Robert Lewandowski. Before the Bayern star steps out...

How did we help 3S Group generate leads using animation?

About the company: 3S Group - Polish provider of telecommunication services, data center and ICT solutions, and part of PLAY operator since 2019. 3S Group supports the realization of its clients' business visions by designing and implementing ICT solutions....

How we helped Israeli startup to win a 1,000,000$

About the company: Seegnature (now Reach): Israeli startup that creates an application for remote discussion and signing of contracts. Department: Company Founders. Problem: Seegnature entered the competition for the best insurance startup in Israel. The company...

How did Michelin sell tires in a country with no cars? Three examples of big brand content marketing that shows the power of good content

Before 1900, there were only 3,000 cars in France. At that time, brothers André and Édouard Michelin decided to start a company that sold tires.[1] Sound like a recipe for failure? Probably many people thought so, as how do you sell tires to people who don't need...

6 things without which your sales support and sales materials will be ineffective

You know the scenario? The conversation is going well, and the customer is interested. Finally, the potential customer says to the salesperson: "Then please send an offer. I'm having a meeting with my boss/team/partner and I'll let you know what the response is." The...

Content marketing that supports sales – what is a content funnel and how to use it

After publishing an article about content marketing of three global giants: Michelin, Pirelli and Guinness, our subscribers were strongly surprised as not many knew the stories. The artice has not yet been translated to English, but in a shortcut: - When...

How to maximize ROI of your explainer video (22 non-bullshit practical tips)

These are the insights we got after producing hundreds of explainer videos. Before you start 1) Check if the ROI numbers add up. Sometimes they don’t. The easiest formula to calculate ROI is: Predicted Reach (i.e. 10 000 people) x Avg. deal size (i.e. 100$) x...

Animation versus illustration: which is more effective [based on research]

Walt Disney said: "Animation can represent anything the human mind can imagine. This ability makes it the most versatile and direct form of communication. At the same time, it is created to be appreciated by mass audiences."[1] Although this quote comes from one of...

Whiteboard animation: Best Business Cases

Whiteboard animation videos are special animated films, which educate customers about a company, a brand or its products. They have been used by marketing, sales and HR departments of the biggest companies for 10 years, but only just starting to gain popularity in...

13 ideas for using animation in business – practical videomarketing

Well-crafted animation can help in many elements of business. Most often, it supports companies in acquiring leads, training employees, presenting a product or service to customers, implementing procedures, or increasing conversions. Since you've already invested in...

How to sell when your product is not much different from the competition?

"If there is no difference, there is only indifference" said Louis Nizer Customers may think the same when your products are not much different from the competition. Of course you can lower the price but this may start a price war. Thousands of companies have faced a...

Veganism, vegetarianism and marketing: how to advertise and sell vegan products?

Veganism is on the rise. There is no question about it. To give you just a few recent examples... New vegan product a sales hit The first example is the British bakery chain Gregg. I first heard of its existence when it released vegan sausage rolls and I read about it...

How our animation helped the „Wiecej niż LEK” website earn their first 100 000 EUR

About the project: “Więcej niż LEK” is a Medical Information Portal which is used to run high quality e-learning courses for students and graduates of medical colleges, which prepare them for, among other things, for the Final Medical Examination and the Final...

How to calculate if the explainer video will pay off?

As we wrote earlier in the text about explainer video, the production of such an animation usually costs from 2 000 to 7 000 EUR. How to calculate whether this expense will pay off? And how to estimate the explainer video's possible results? In this text, we...

7 examples of explainer video, which provided companies with leads and increased sales

Rypple, which provides cloud services, wanted to show that its solution increases the efficiency of managers and employees. The B2B business was showing more and more interest in modern ways of storing data, but the competition was not idle and more and more similar...

Product videos—types, prices, advantages and disadvantages (classic film, whiteboard animation, vector animation, and 3D animation)

Product videos are becoming more and more popular because they help to tell about the product in a few minutes. Thanks to them, the customer does not have to read a wall of text on the website or in the brochure. Sellers also feel relieved because they don't have to...

11 tips and tricks that will make it easier for you to make an explainer video

You want to commission a explainer video production. It is an important project because you need to talk about a strategic initiative, generate more leads, or implement a new procedure. You gave the company a general idea and...wait until they hit your vision? This is...

Our Team

Claudia Together with the late Michael (my fiancé at the time), I am a co-founder of ExplainVisually. At the beginning of the company's existence, I was a creative 3-in-1: I wrote scripts, storyboards, and drew films. This was the case with the first 84 films, but in...

The cooperation between TESCO and ExplainVisually has been extended to the Czech Republic and Slovakia

The shelves of supermarkets bend under the food. But what happens to food that is not bought? The last project in cooperation with TESCO brought us the answer to this question. We got a call from Gosia Tokarz, who asked us if we can prepare 7 by 2 meters infographics...

How did Nice To Fit You build brand awareness on the Spanish market? [Case Study]

How did Millenium Bank educate its employees on standards of customer service? [Case Study]

About the company: Millenium Bank – one of the main banks in Poland, part of Banco Commercial Portuges. Department: Department of Quality–responsible for providing equal and high level of customer and sales service in the bank’s facilities. Problem: Keeping the...

4 unobvious reasons that make your offer land in the basket

Thank you for the offer, we have decided to cooperate with another supplier;At this point we have suspended the project, we will contact you when we get back to it;Unfortunately, we are not interested. Every salesperson has heard these answers. Often, the reason for...

Our video telling a story about the most creative Polish School

Among dozens of projects that we have carried out this year, the film for the Kornel Makuszyński Elementary School in Radowo Małe is one of our favourites. And not only our favourite: the video scored over 1300 shares on Facebook. Why this project is so important to...

How did Orange tell their employees about the Continuous Improvement? [Case Study]

About the company: Orange – the biggest telecommunication operator in Poland and one of the main companies in the world, made it to the Fortune Global 500 list. Department: Customer Experience, trying to design the ideal customer experience and supporting the...

What is Graphic Recording (and Graphic Facilitation)?

When the lecturer starts his speech on the stage, the atmosphere of concentration fills the lecture hall. It is his name that brought the crowd to this conference. The slides complete his words, and hundreds of people are focused on him and try to remember as much as...

What is whiteboard animation (and how your business can benefit from it)?

Whiteboard animation is becoming more and more popular in business because of the clear and transparent way it provides information. Research shows that it has an advantage over text messages, and often also over static images and ordinary films. That is why it is...

What is explainer video (and how your business can benefit from it)?

Explainer videos are short movies which explain complicated issues in an easy way. Typically they deliver information about companies, products and services. Today, explainer videos are used by thousands of companies around the world, including the largest...

The curse of knowledge: How it affects managers & marketers

Klątwa wiedzy jest efektem psychologicznym, który w ogromnym stopniu wpływa na naszą pracę oraz życie osobiste. W wielu wypadkach niestety negatywnie. Szczególnie narażone na jego skutki są osoby odpowiedzialne za komunikację w firmie – managerowanie, marketerzy,...

Goodbye to the best boss I’ve ever had

“I heard that you quit your job,” the words echoed in my ears. It was a call from Michał. How on earth did he already know?, I thought. It must have been our Lebanese friend who told him. He was the only person who knew. “Yes, that’s true. The message was being...

Klaudia Tolman of ExplainVisually in the jury of 50 Top Creative list

Klaudia Tolman, our Creative Director, is going to be one of the jurors in the 9th edition of the ranking of 50 Top Creative in Business. The ranking aims to honour companies and people: put their money on innovations and out-of-the-box solutions in their businesses,...

We got the results of the first nationwide research on Visual Thinking

Last year we co-created the very first nationwide research on Visual Thinking. Why did we decide to take part in reliable research on the effectiveness of visual thinking? For years now we have been hearing from our clients, that what we do, works. But it’s one thing...

Maciej Budkowski and Klaudia Tolman to host an “Expert” cycle meeting for Brief.pl

For the last 5 years, we have been building and developing our know-how. During that time we’ve carried out over 200 projects in 19 languages for dozens of corporations, startups and GOs. But never before have we publicly spoken about our agency experiences. This time...

Maciej Budkowski and Klaudia Tolman in the #agencja podcast

Just released, there’s an #agencja podcast featuring our managing team, Klaudia and Maciek. In the podcast we’re telling about our daily work. Link to the podcast –...

ExplainVisually’s film about European Funds submitted to Camerimage

In 2015 we made a film with the Mazovian Unit of EU Programmes Implementation in Warsaw. Its aim was to tell in a simple way how to gain European Funds. The project went very well and many organisations associated with European Funds considered it to set a good...

ExplainVisually’s infographics to support Polish Football Association

Maciek, our Managing Director, has been a huge fan of football for over 20 years and he’s always been dreaming about cooperation with the Polish Football Association. So when they actually called us to say that they needed to explain to football coaches complex...

ExplainVisually a laureate of the competition 50 Most Creative in Polish Business!

We are a laureate of this year’s ranking of 50 Most Creative in Business. 50 Creative is the biggest competition in its field in Poland. The ranking is carried out each year by Brief.pl. Amongst former laureates are CD Project, Brand24, iTaxi, LifeTube, Booksy or...

How to spend money to be happy? Our infographic in “Głos Mordoru” (“Voice of Mordor”)

“Money doesn’t bring happiness” or “You cannot have too much of a good thing”? Turns out, it depends on what you do with it. Those are the conclusions of Elizabeth Dunn and Michael Norton, Professors of British Columbia University and Harvard University. In their book...

Summary 2017

Christmas time has passed, so it’s time for some summary. We can’t describe this year with one word. 2017 was demanding, tragic, developing, successful, sad and joyful. In the period of 12 months we made over 70 films, which means we scored almost 200 total since the...

Our video helped to win 1,000,000$ in a Israeli’s startup competition

A week ago Seegnature, an Israeli InsurTech start-up, used our whiteboard animation during a pitch - presentation to the investors. The stake was high. Pitch is a key moment for a start-up. Several minutes of presentation may determine the company’s future. Especially...

HR Case Study: recruitment video

It was the end of May 2016, when we realized we could not put it off any longer. Everybody took their place, and we started the meeting. “We have to recruit new drawing artists! I can’t do it by myself any longer! We won’t manage when the new projects come…!” Klaudia...

Explainer video production process

Explainer video production process typically takes a few weeks (3-8). The production time depends on the film's duration, its complexity, the flow of works, communication between both parties (or three parties if an Agency also takes part in the discussion), work...